Wurl, a subsidiary of AppLovin Corporation (NASDAQ: APP), has launched its Content Intelligence Platform, a solution designed to give demand-side platforms (DSPs) access to contextually enriched connected TV (CTV) inventory at scale, according to a company statement.

The platform claims to unlock more than 140 billion monthly signal-rich CTV impressions across more than 70% of the ad-supported streaming ecosystem through a single integration. Wurl says it is ranked among the top 10 CTV exchanges by Jounce Media.

The offering draws on partnerships with contextual data providers KERV, Peer39, and Viant's IRIS.TV. KERV adds object-level recognition and ad-break targeting, while Peer39 provides pre-bid contextual, suitability, fraud, and media quality signals. Contextual signals are applied to inventory before a bid request reaches the DSP.

A survey conducted by AdExchanger and Wurl found that 79% of industry respondents agreed that data quality, fragmentation, and interoperability inefficiencies are limiting the scale and effectiveness of streaming TV campaigns.

"Advanced contextual targeting already exists. What's been missing in CTV is the footprint to make it truly impactful," said Ria Madrid, Vice President of Global Advertising at Wurl.

Yahoo DSP, StackAdapt, and Viant are among the buying platforms already integrating with the new offering. Greg Joseph, VP of Inventory Development at StackAdapt, said the integration brings "enhanced contextual signals" into its platform, giving buyers more detail about the content surrounding each impression.

The platform is now available to partners across the programmatic ecosystem.