396. Dave Bernath. Wurl.
Dave Bernath
January 29, 2026
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In this episode, Dave Bernath, CEO of Wurl discusses the infrastructure powering ad-supported streaming television and its implications for content owners, platforms, and advertisers.
Wurl operates a cloud-based platform (Global FAST Pass) that enables content owners to launch and manage FAST (Free Ad-Supported Streaming TV) channels – including ingesting content, setting up 24/7 schedules, delivering streams across connected-TV apps (like Samsung TV Plus, Roku, LG Channels), and monetizing via programmatic and premium advertising.
Key points discussed:
YouTube now accounts for over 25% of all streaming viewing on CTVs, raising questions about whether creators need alternative distribution beyond that platform.
Content owners typically structure deals in two ways: splitting advertising inventory 50/50 with platforms, or allowing platforms to sell 100% of inventory in exchange for revenue share.
The shift from cable to streaming has led some major studios to cede more advertising control to platforms than they historically held in traditional television.
Streaming currently represents 45% of TV viewing but only 15% of advertising spend, indicating significant growth potential.
Contextual targeting technology analyzes emotional tone in both content and advertising creative, matching them to improve campaign performance—a capability developed through performance marketing campaigns for mobile games.
Attribution remains challenging on CTV compared to mobile and web environments, relying on third-party measurement for metrics like brand lift and store traffic.
Metadata inconsistencies across the programmatic ecosystem can create targeting challenges, with the content sometimes categorized inconsistently or under multiple genres.
Ad loads on streaming platforms are roughly half the typical cable television load and average eight minutes per hour on services like Roku.
The conversation highlighted ongoing technical and business model evolution as the streaming advertising market matures.
Dave Bernath is CEO at Wurl, a leader in the streaming TV industry. With over 20 years of experience growing audiences for top content brands across traditional and emerging platforms, Dave brings a wealth of programming and digital media expertise to Wurl – where he served as General Manager of the Americas overseeing the entire sales and partnerships organization within the region prior to becoming CEO in 2025. Before joining the company, Dave was an accomplished television programmer and digital media entrepreneur, including General Manager of Comedy Central, where he oversaw the network’s transformation from a linear cable channel to a truly multiplatform content brand.
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