Strictly Business How the Streaming Ad Market Is Changing for Better and Worse with Wurl’s Dave Bernath
Jul 25, 2025
Dave Bernath, General Manager of the Americas at Wurl, dives into the shifting landscape of the streaming ad market. He highlights the imbalance between audience migration to streaming and ad spending, emphasizing the need for standardized measurement in connected TV. He discusses the impact of YouTube’s dominance on big-screen viewership and how platforms can innovate to compete. Additionally, Dave addresses the evolution of FAST channels towards curation and the importance of quality content for advertisers seeking greater reach.
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Standardize CTV Measurement
- Standardize measurement and create a common currency for CTV to enable cross-platform buying.
- Dave urges industry collaboration so planners can buy consistently across ecosystems.
Programmatic Stack Is Overly Complex
- The programmatic ad stack is complex with many DSPs, SSPs, and providers creating friction.
- Bernath says the ecosystem needs solutions that make buying more efficient and understandable.
Normalize Metadata Signals
- Normalize and enrich content metadata so buyers receive consistent signals across channels.
- Whurl uses metadata normalization to let buyers reliably target genres like news or sports.