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# CTV ad requests mostly lack usable genre labels, Wurl finds
- URL: https://www.medianexis.com/ctv-ad-requests-mostly-lack-usable-genre-labels-wurl-finds/
- Published: 2026-10-28T19:37:36.000Z
- Updated: 2026-10-28T19:37:36.000Z
- Description: Digiday’s Tim Peterson reports that a Wurl analysis of a single prime-time window found only 11% of CTV ad requests carried a usable show name, while 93% had a genre label, but 35% of those labels didn’t match Wurl’s own classification.
- Author: The Signals Desk
- Tags: Streaming, Tim Peterson, Digiday Future of TV Briefing: CTV genre labels

**Why it matters.** Inconsistent genre metadata threatens to nullify FreeWheel’s new show-level reporting and similar content-signal efforts unless CTV sellers standardize around a common taxonomy.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Tim Peterson*](https://www.medianexis.com/tag/by-tim-peterson/) *·* [*read the original*](https://digiday.com/future-of-tv/future-of-tv-briefing-ctv-advertising-has-a-genre-label-problem/?ref=medianexis.com)*.*