News now accounts for 8.6% of all FAST viewing hours, with some households consuming news content almost exclusively, according to a new report from Wurl, Demand Gen Report writes. But many
advertisers still rely on broad genre- and channel-level exclusions that limit access to news inventory entirely, said Wurl CEO Dave Bernath. “Brand safety has historically forced advertisers
into an all-or-nothing approach with news,” Bernath added in a statement. “But the reality is far more nuanced. Today, with scene-level contextual analysis, advertisers can evaluate the
actual moment before an ad break rather than making assumptions about an entire channel or program. That changes the equation completely.”