Frequency And Wurl Partner To Offer Comprehensive Offerings For Channel Creation, Monetization, Performance Marketing

Frequency, a platform for virtual linear and FAST (free ad-supported streaming television) channel creation, and Wurl, a provider of data-driven solutions for CTV, today formed a strategic partnership. Wurl will be Frequency’s preferred advertising monetization partner. Frequency will be Wurl’s preferred partner for advanced FAST and virtual linear channel creation. Customers will now be able to utilize Frequency’s platform for scheduling and playout services while also taking advantage of Wurl’s monetization services, including the recently-announced ContentDiscovery platform.

As consumer consumption patterns continue to shift to CTV, being able to design the right programming through a robust playout solution as well as achieve the optimum monetization and content discovery strategy are must-haves for every media company. Through this partnership, the companies said, “content providers can seamlessly utilize two best-in-class technology platforms for their channels business, empowering new and existing customers to create highly optimized workflows that best suit their needs across scheduling, playout, monetization and performance marketing ad campaigns.”

“We’re thrilled to work with the team at Frequency,” said Craig Heiting, Wurl head of corporate strategy. “By combining forces, we can offer more playout options and simplify workflows to address content distributors’ most pressing needs across playout, monetization, and advertising and ultimately optimize their returns.”

“Wurl has played an integral role in the development of the FAST ecosystem,” said Jon Cohen, Frequency chief revenue officer. “With the rapid growth of FAST and the convergence with traditional TV, media companies need the freedom to choose the optimal partners for each part of their supply chain. Frequency’s industry-leading scheduling and playout platform, combined with Wurl’s advertising monetization solution is exactly what this market needs.”

The companies said additional benefits of the partnership for content publishers include:

• The most powerful channel creation platform in the industry.
• Lowest total cost of channel operations.
• The ability for media and content metadata to move seamlessly between platforms without additional delivery.
• Coordinated account management and customer support.
• Increased value of ad inventory.
• The ability to run optimized performance marketing campaigns to attract and retain viewers like never before.