Ad Slate

What is an Ad Slate?

An Ad Slate is a video ad file that is ingested into a content distribution system — such as Wurl’s Global FAST Pass — and scheduled to run within a scheduled episode or programming block. It is typically used as a fallback or default piece of video content to fill advertising slots when dynamic ads are unavailable.

For FAST (Free Ad-Supported Streaming TV) and AVOD (Advertising-based Video on Demand) channels, ad slates serve an essential role in preserving a consistent viewing experience. They are not paid advertisements but rather preloaded segments that may include promotional messaging, network branding, or public service announcements.

How is an Ad Slate used in FAST and AVOD?

Ad slates are used to maintain the structural integrity of an ad break when no monetizable ad is returned. This could occur due to unfulfilled ad requests, demand shortages, or scheduling conflicts. In these cases, ad slates act as placeholders, preventing the stream from cutting awkwardly or going blank during expected ad time.

They are integrated into the broadcast in the same way as regular ads, meaning viewers still experience a seamless break, even if monetization for that segment does not occur.

Why are Ad Slates important for streamers?

Ad slates ensure that a high-quality viewing experience is preserved even when ad inventory is not fully filled. Without an ad slate, ad breaks could result in black screens or abrupt transitions that disrupt viewer engagement. By keeping ad breaks visually and audibly consistent, ad slates support retention and improve overall platform professionalism.

They also play a key role in compliance and operational continuity, especially in international markets where certain regulations may require specific durations or formats for ad breaks. In addition, slates can reinforce brand identity by displaying consistent messaging or visuals across all unsold inventory.

How do Ad Slates impact monetization?

While ad slates themselves do not generate revenue, they help protect long-term monetization by maintaining a professional and predictable user experience. They reduce the risk of churn due to technical or experiential issues, support viewer satisfaction, and allow streamers to maintain stable ad durations, which are critical for performance measurement and planning.

Streamers that consistently use ad slates demonstrate a commitment to quality and continuity — two factors that contribute to higher engagement and better relationships with both audiences and advertisers over time.

Wurl’s Role in Ad Slate Management

Wurl’s Global FAST Pass makes it easy for streamers to ingest and schedule ad slates alongside standard advertising and content assets. By incorporating ad slates directly into the programming schedule, streamers ensure that all ad breaks are filled — even when monetized ads are not available — thereby preserving the integrity of the viewing experience and supporting platform growth.