Creative supply-side-platform TripleLift on Thursday brought more publishers into the fold for the companyโs programmatic Pause Ad solution as the format continues to gain traction on connected TV.
Pause Ads, those that fill the screen with an advertisement when a user presses pause during their viewing session, were born out of the CTV experience.
They still represent a new format but have been adopted across a wide range of major platforms and are relatively more mature than some of other types of innovative and interactive CTV ad formats that are on the rise.
TripleLiftโs announcement named free streamers Xumo and Plex among the latest wave of publishers to sign on, joining existing partners like DirecTV Advertising. It said the expansion now makes TripleLift a one-stop shop for scaling non-interruptive CTV creative for brands and agencies.
Variety recently wrote about major streamersย putting increased focus on the Pause Ad format and itโs also one of the popular new formats that IAB Tech Lab identified and is working to help standardize to make buying and selling easier, more uniform and scalable across the industry.
Pause Ads represent an opportunity to get in front of viewers without disrupting the content experience as theyโve already actively chosen to take a break, and potentially at a more leaned-in moment. It also gives publishers or streaming service providers net-new CTV ad inventory as itโs a distinct opportunity from traditional commercial breaks. And they provide the opportunity for call to action or retail media with the addition of QR codes.
For TripleLift specifically, the company touts three benefits from the programmatic creative tools it offers, including: Programmatic Pause Ads that donโt require an additional creative fee; quick time to market with brands able to go live within five business days using one existing video asset; the ability to transform…