TripleLift, the top Creative SSP globally, is expanding its Programmatic Pause Ads solution. This update brings new publisher integrations and improved product features. These changes help advertisers in many fields. They can access and grow effective, non-intrusive CTV formats more easily.
New partners, such as Xumo and Plex, are now part of DirecTV Advertising in TripleLift’s Pause Ads supply. This larger network makes TripleLift a top choice for brands and agencies. They want to scale CTV creative that viewers will enjoy. Advertisers now have broader access to premium streaming environments. They can also ensure consistent creative delivery on every screen.
“As CTV matures, creative is becoming the next major frontier,” said Rob Deichert, chief operating officer at TripleLift. “Advertisers don’t just want reach. They want relevance, performance, and creative formats that respect the viewer experience. With our Pause Ads expansion and growing publisher footprint, TripleLift is delivering on all three. We’re making it easier than ever for brands to turn moments of attention into moments of action.”
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Key Benefits of TripleLift’s Expanded Programmatic Pause Ads
No Creative Development Fees
Programmatic Pause Ads now come with zero creative fees, allowing advertisers to direct more of their budgets toward working media and in-market performance.
Rapid Activation
Advertisers can launch campaigns in as little as five business days using a single existing video asset—dramatically accelerating speed-to-market.
Dynamic, Action-Ready Creative Formats
TripleLift transforms static assets into engaging CTV experiences enriched with elements like QR codes, brand logos, and customizable headlines. These enhancements make it easy for viewers to take action directly from the largest screen in the home.
The expanded Pause Ads offering is supported across top-tier publishers and works seamlessly with TripleLift’s complete suite of non-interruptive CTV formats. This includes In-Show formats such as Split Screen, Dynamic Overlay, and L-Bar, in addition to Enhanced Spots like QR Spots and Social to CTV. Together, these formats give media buyers a unified programmatic partner capable of supporting an entire creative CTV strategy using just a small set of easily sourced assets.
“Programmatic innovation is about maximizing scale and efficiency for our clients,” continued Deichert. “By removing creative fees and offering the fastest path to launch, we’re making the most impactful CTV ad format universally accessible. Combined with our full portfolio of Enhanced Spots, Dynamic Overlays, and In-Show Ads TripleLift is the definitive partner for advertisers looking to scale creative across CTV programmatically.”
TripleLift’s latest expansion brings a frictionless approach to a format that has traditionally been constrained by complexity, cost, and slow production timelines. With full VAST 4.0 support and certified integrations with The Trade Desk, DV360, and Viant, TripleLift delivers a streamlined, measurable path to scalable, high-recall CTV advertising.