CTV home screen goes programmatic, FAST hits a data wall

Telly is making its second-screen home screen ads buyable programmatically through Magnite's SpringServe and is working with the IAB Tech Lab on standards, while FAST operators say platforms are hoarding the audience data that would prove their inventory.

The crux

The TV home screen is becoming the next premium programmatic surface even as FAST, the fastest-growing free tier, gets discounted because buyers cannot independently verify it.

Sell-side read

Home screen and FAST inventory both depend on a transparency settlement, and whoever delivers verified measurement captures the CPM premium.

Watch

Whether IAB Tech Lab home screen specs and device-level verification unlock real spend or stall the way FAST's measurement has.