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Xumo and Comcast Advertising released a joint report, titled "The 2023 State of FAST," showing the growing usage of FAST among advertisers and consumers, and the role it is playing in multiscreen TV advertising plans.

In his new role, Rooke, former General Manager of Effectv, will oversee the day-to-day running of Comcast Cable’s Advertising Division, which includes FreeWheel, Effectv and AudienceXpress.

The executive will be tasked with developing and distributing the next generation streaming platform, set to launch on various compatible 4K streaming devices and smart TVs.

The company will use its proprietary data along with other data to help advertisers learn what their target audience is watching on TV, which will help them purchase commercials in the right places to reach certain viewers.