• by Karlene Lukovitz  @KLmarketdaily, June 9, 2023

Virtual linear and free, ad-supported streaming (FAST) software developer Frequency and data-driven connected TV (CTV) solutions provider Wurl have formed a strategic partnership.

Frequency will use Wurl as its preferred advertising monetization and content discovery partner, and Wurl will use Frequency as its preferred partner for FAST and virtual linear channel creation and distribution.

Customers will be able to use Frequency’s platform for channel scheduling and playout services and Wurl’s monetization tools. Those tools include ContentDiscovery — a new, machine learning-powered advertising platform designed to help streamers and content publishers increase acquisition, engagement, retention and return on ad spend by matching viewers to content of interest and promoting it to them with targeted marketing creative.

The companies say that having streamlined access to their respective capabilities will allow customers to optimize workflows and performance.