Closing on Wurl Buy Extends AppLovin Into Connected TV Ad Space

AppLovin closed on its buy of streaming TV engine Wurl for $430 million in cash and stock, extending AppLovin’s software platform capabilities into the connected TV market, said AppLovin Monday. Combining with Wurl enables AppLovin “to scale our technology beyond mobile with the goal of bringing performance marketing to the CTV market,” said AppLovin CEO Adam Foroughi. AppLovin estimates Wurl “enables content companies to distribute streaming video content to more than 300 million TVs and reach 30 million users globally each month,” it said.