News makes up 8.6% of FAST viewing, Wurl says
Wurl's "CTV Trends Report: Rethinking Brand Safety for News" highlights that news content accounts for 8.6% of FAST viewing, yet outdated brand safety controls are limiting ad spend in this category. The report suggests that scene-level data could unlock missed advertising opportunities for brands in news inventory.
Key Takeaways
- Wurl says news represents 8.6% of FAST viewing.
- The report ties lower ad spend in news to outdated brand safety controls.
- Wurl points to scene-level data as a way to evaluate News inventory more precisely.
- The report focuses on FAST viewing, not general streaming TV.
Why It Matters
The immediate issue is that a category making up 8.6% of FAST viewing is still seeing constrained ad spend because brand safety systems are too blunt for news content. For the streaming ad stack, that means the gap is not inventory availability but how news is classified and sold. Wurl’s pitch centers on scene-level data as the missing layer for evaluating News inventory. The next signal to watch is whether buyers start shifting spend after adopting scene-level controls in news placements.
Read full article at wurl.com
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