Samsung sets European OTT deal with Wurl

Wurl, a provider of streaming video distribution and advertising services for connected TV, is expanding in Europe through a new deal with Samsung.

The company will provide programming and advertising to Samsung's TV Plus streaming service in Europe.

The Wurl Network currently delivers 125 live, linear and video on demand (VOD) channels to more than 50 million viewers in the U.S. This European expansion will enable millions of additional viewers in Europe to access channels from this lineup on their Samsung Smart TVs. Channel launches began in early September, including Tastemade, Dust, Eleven Sports, Edge Sport, Insight TV and others.

RELATED: Wurl launches AdPool, a connected TV advertising marketplace

"The massive popularity of Samsung TV Plus provides a clear validation of the expanding CTV ecosystem," said Wurl CEO Sean Doherty in a statement. "Our role is to provide the advertising technology and distribution network that enables video producers to reach more TV viewers and generate more revenue via the most popular platforms, like Samsung TV Plus."

Wurl’s new agreement with Samsung comes along shortly after the company announced AdPool, a new advertising marketplace for connected TV inventory. The company said that connected TV video publishers are using AdPool to complement their existing advertising sales and reduce unsold inventory, or as their primary ad sales channel. The company is also promising real-time targeting for its advertising to help boost CPMs and create buying efficiency for advertisers.

“Even during our beta, AdPool has provided enormous benefit for our customers,” said Doherty. “With billions of CTV ad impressions already being sold on the Wurl Network, AdPool has the scale necessary to attract premium advertisers and increase our customers’ yield from ad-supported streaming."