CTV Market: Frequency launches In‑Scene Advertising for FAST

Frequency, a B2B SaaS provider powering more than 2,500 streaming channels, launched In‑Scene Advertising on June 1 with four new formats (L-Shape, Double Box, Picture‑in‑Picture and Overlay) that create ad inventory inside running scenes. Its scene‑intelligence layer evaluates assets for brand safety, sentiment, attention, visual clarity, category and scene context, then inserts placement markers without altering the broadcast; the analysis runs inside Frequency's infrastructure. The formats sit inside publishers' pipelines, work with existing server‑side ad insertion, ad servers and measurement vendors, and support both direct‑sold and programmatic demand. OpenGlass is the first programmatic partner. Frequency says publishers can activate the formats without operational changes; the industry will watch whether the new inventory raises CPMs or merely redistributes existing yield.