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Fade Technology Announces Agreement with castLabs to Provide In-Video Discovery and Buy Capabilities

Fade’s Discover-and-Buy™ solution moves content to revenue while giving viewers a reason to come back

Redwood City, CA – February 8, 2023 Fade Technology, an In-Video Discover-and-Buy™ solution powering streaming TV, today announced its agreement with castLabs, a pioneering software and cloud service for digital video markets worldwide that enables premium movie, TV, and audio distribution. Fade will provide the standard for in-video discovery and purchasing functionality for castLabs FAST (Free Ad Supported Television) platforms—for a rapidly growing audience.

Fade is the first agnostic technology for contextual discovery and purchase to work across premium playback and linear environments on the web, mobile, and TV, delivering directly to viewers' living rooms. The Fade10 FT Living Room Experience (the distance viewers sit away from the largest screens) provides streamers a new set of tools to monetize advertising and programming content inside the streaming experience.

Fade supports two use cases for AVOD, SVOD, FAST, and hybrid streaming models: programming content and advertising video to provide greater monetization flexibility to support fluctuating subscriber revenues and content costs. The technical solution splits the experience between TV and mobile, providing the reach of streaming TV and digital data capabilities, including last attribution data. Fade lets viewers engage with content the way they want across platforms and devices, seeing the actual product and not variations of Tom Cruise's hat, for example.

"Our growth has been accelerated by our focus on the premium streaming TV video ecosystem and the relationships we have across a global distribution footprint, particularly in strategic relationships such as castLabs. Fade Technology will become the standard method for in-video "discovery and purchase" functionality for streaming TV,” said Lori Marion, co-founder, and CEO, of Fade Technology. "Some have likened the new experience for the biggest screen in the room to a shazam-like effect. We want to take it much further to help viewers find the exact products they see in their favorite movies, series and ads."

Fade prompts viewers to sync their mobile devices to the TV by entering a short URL in their browser. Once "synced," as products appear on viewers’ TV devices, viewers use a remote to instantly send product information to their second device to complete a personalized checkout experience. Fade increases revenue flow and delivers valuable audience insights. Advertisers can now connect demand creation to capture and last attribution in real-time to measure campaign effectiveness—long after the TV is turned off. Fade supports app, platform, and OS SDK integration.

The Fade Technology difference:

  1. Contextual technology that makes any storytelling video come to life with auto-discovery, second-screen and unified view experiences.

  2. An interoperable solution lets viewers discover and buy products long after the TV is turned off.

  3. Agnostic solution connects the fragmented ecosystem of TV at the device, web, and OS levels.

  4. Provides missing links to performance, conversion, and TV data.

About castLabs

castLabs pioneers software and cloud services for digital video markets worldwide to easily enable premium movie, TV, and audio distribution. Their applications and services are designed to help businesses deliver high-quality video experiences through protected content playback over a wide array of consumer devices and platforms. castLabs solutions include DRMtoday multi-DRM and Widevine CAS licensing, PRESTOplay cross-platform player SDKs, Video Toolkit cloud encoding, Widevine device certification, and expert technical consulting. Learn more at

About Fade Technology

Fade Technology is the infrastructure for discovery and purchase on streaming TV. Fade helps to maximize programming and advertising investments with In-video Discover-and-Buy and 10 FT Living Room capabilities on SVOD, AVOD, FAST, and hybrid streaming services. The agnostic white-labeled technology lets viewers purchase products found in movies, series, and advertising videos everywhere viewers watch streaming TV. Fade's Discover-and-Buy solution offers streamers and advertisers greater flexibility to increase revenue, viewer attention and remain competitive. Fade has validated its solution with users in POCs with WillowTV, Vice Media, Sky, Comcast Technology Solutions, and Comcast NBCUniversal. Fade is a minority women-owned business, Techstars, and Comcast NBCUniversal LIFT Labs portfolio company. Learn more, visit

Media Contact:

Fade Technology Solutions

(415) 846-6842

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