Frequency and Wurl join forces for channel creation and monetisation

Virtual linear and FAST channel creator, Frequency, and CTV solutions provider, Wurl, have struck a strategic partnership.

Wurl has been selected as Frequency’s preferred advertising monetisation partner. While, Frequency will be Wurl’s preferred partner for advanced FAST and virtual linear channel creation. Customers will now be able to utilise Frequency’s platform for scheduling and playout services while also taking advantage of Wurl’s monetisation services, including the recently-announced ContentDiscovery platform.

The partnership will give content providers the ability to seamlessly utilise two technology platforms for their channels business, empowering new and existing customers to create highly optimised workflows that best suit their needs across scheduling, playout, monetisation and performance marketing ad campaigns. According to the companies, the alliance comes as consumer consumption patterns continue to shift to CTV.

“We’re thrilled to work with the team at Frequency,” said Craig Heiting, head of corporate strategy at Wurl. “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, chief revenue officer at Frequency. “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.”