ATC certified cables are for passive, copper cables only, and is only good to 25'. The official designation is Premium High Speed HDMI cables for HDMI 2.0 hardware specifications. Ultra High Speed HDMI cables will be the official name for cables that can achieve 48Gbps to differentiate them from Premium High Speed HDMI cables (18Gbps). HDMI.org controls the name "Premium" by requiring a QR label for authenticity. The "Ultra" designation has not been made the official name yet by HDMI.org but the cable mfrs are playing fast and loose, again, with the name just to garner sales.
There is no official certification program yet for the Ultra High Speed HDMI cables (48Gbps), yet. Certification by HDMI.org is only for passive cables. Active cables (copper, fiber, or hybrid fiber) have not been approved by HDMI.org to receive the official certification label.
Active copper cables are great for 1080i/p and long distances. That's why they were developed. 4k HDR has changed all that and long, active copper cables have too many issues because 4k HDR is very demanding with its connections. Active, hybrid fiber cables are probably going to be the "special 48Gbps HDMI cable" that was mentioned in the initial HDMI 2.1 specification announcement. The upcoming new passive cables will work for HDMI 2.1 but will be limited to 2m - 3m (3' - 9') per the HDMI 2.1 specifications. That may be fine for some but for a lot it won't, hence the need for hybrid fiber cables.
The only hybrid fiber cables I have experience with is Ruipro. And to be transparent, Ruipro gave me some short length Ruipro4k hybrid fiber cables to test in my system (no instrumention, just a real world consumer test) and they perfomed as well as the BJC Premium High Speed HDMI cables. I am still using the 2m (6') cables on my system but to be honest, I wouldn't recommend them for HDMI 2.0 because they are expensive. I do know that the Ruipro cables are tested by Simplay Labs, which is an ATC, so they are using HDMI.org approved testing devices and protocols. They just can't get the certification designation or the QR label. They are still working out some issues but their Ruipro8k cables should be out soon. However, they will be expensive but worth it for those long cable runs for HDMI 2.0 and 2.1. There are other hybrid fiber cable mfrs out there and they probably make good cables but all of the reports on other forums (AVS for one) have been extremely positive with the Rupro hybrid fiber cables.
Regardless of mfr claims and slick marketing, the cable is just the data pipe and can not improve pq. Reds can't be made any redder or greens any greener. You either get the signal as the source sends it without sparkles, dropouts, etc. or you don't.
And finally, if you do have a long run, and it is in-wall, then the use of a 1.5" to 2.0" conduit is highly recommended and truly is the ONLY way to future proof your cabling. No cable, regardless of certification or mfr claims can guarantee that the cable will work 100% of the time in any given setup. So with long runs, and a conduit (or at the very least easy access to your cabling), it makes changing/upgrading cables so much easier and safer.