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# FASTs Are The New Cable, Part 2: Advertising
- URL: https://tvrev2beta2.ghost.io/fasts-are-the-new-cable-part-2-advertising/
- Published: 2023-01-11T10:00:00.000Z
- Updated: 2023-01-11T10:00:00.000Z
- Author: Alan Wolk
- Tags: Thought Leaders Circle, FASTs Are The New Cable, Zype, VIZIO, LG Ad Solutions, Pluto TV, Magnite, IRIS.TV, Special Reports, ad supported streaming, #sqs, #Import 2026-09-03 20:57, Ad Tech, Streaming Wars

### Part 2 of TVREV’s groundbreaking series on the FAST ecosystem.

Back in [December 2018](https://tvrev2beta2.ghost.io/week-review-att-reveals-three-faces-warner-pluto-discovers-europe/) I had no idea that the term I’d just made up (FAST) was about to take on a life of its own, but it did and here we are and FASTs are on the cusp of becoming the biggest piece of the ad-supported television industry.

Hence our latest report “FASTs Are the New Cable, Part 2: Advertising”, co-authored with the legendary Mike Shields, which provides a deep dive into the ins and outs of the growing streaming TV advertising universe.

The report, like all TVREV reports, is designed to take a complex and often confusing topic and make it simple and easy to understand. Years ago I worked for an ad agency known as Anderson & Lembke whose founders had built the business on the premise that “just because people are reading about business doesn’t mean they want to be bored.”

It’s a lesson that’s served me well and one we’ve tried to replicate with TVREV.

The flow is pretty straightforward: here are the challenges the industry is facing, here are the likely solutions, here’s one solution (contextual advertising) that can solve a world of hurt and here are our projections for how the industry will grow in the years ahead. (There’s even a section on how FAST advertising is bought and sold that explains all the different flavors of programmatic and when and why you should use them.)

**For those of you who prefer bullet points, here’s what you will learn from this report:**

- Why FASTs are on track to surpass broadcast and cable for ad spend and when it will happen
- Why contextual advertising might be the solution for many of the issues that streaming advertising is facing
- Why transparency (or the lack thereof) and overfrequency have become such problems and what the industry is doing to solve them
- Why big TV advertisers are less concerned with targeting than smaller brands
- The opportunities FASTs present for DTC brands
- The various flavors of programmatic ad buying, how they work and who should use them
- The measurement conundrum, the overall lack of standardization and some likely solutions
- In-depth Innovator Spotlight interviews with top executives Field Garthwaite, Tony Marlow, Paige Bilins, Christo Owen, Travis Hockersmith and Ed Laczynski
- Plus five pages of predictions and projections
- Our usual dose of wit

**For a limited time you can** [**download the report for free**](https://www.tvrev.com/special-reports/p/fasts2?ref=tvrev2beta2.ghost.io) **thanks to our sponsors,** [**Zype**](https://www.zype.com/?ref=tvrev2beta2.ghost.io)**,** [**VIZIO Ads**](https://platformplus.vizio.com/home?ref=tvrev2beta2.ghost.io)**,** [**Pluto TV**](https://pluto.tv/?ref=tvrev2beta2.ghost.io)**,** [**Magnite**](https://www.magnite.com/?ref=tvrev2beta2.ghost.io)**,** [**LG Ad Solutions**](https://www.linkedin.com/company/lgads?ref=tvrev2beta2.ghost.io) **and** [**IRIS.TV**](https://www.iris.tv/?ref=tvrev2beta2.ghost.io)