In the latest demonstration of its leadership in developing unique creative formats, TripleLift, the world’s leading Creative SSP, announced the launch of programmatic Pause Ads in partnership with DIRECTV Advertising. This groundbreaking offering allows buyers access to DIRECTV’s Pause Ad product via programmatic through major DSP partners.
First-mover DIRECTV Advertising originally launched the unique Pause Ad format and set the standard for the high-impact unit, winning an Emmy in 2024 for the innovative, non-disruptive format. This new pause ad format transforms the moment when viewers press pause into a premium advertising opportunity, delivering a fully dynamic ad with subtle movement, providing a non-intrusive experience that captures attention and engages viewers during endemic content breaks. Unlike traditional approaches that require direct sales integration, leveraging TripleLift’s technology, the solution is now available through major DSPs and operates entirely through programmatic channels using standard VAST tags and Deal IDs, making activation as seamless as any other CTV campaign while also providing additional creative solutioning to buyers.
Redefining the Creative Advertising Landscape
This launch continues TripleLift’s track record of pioneering creative formats that deliver measurable outcomes. Following the success of Enhanced Spots – which demonstrated an 8-point increase in likelihood to rewatch content and 5-point improvement in program enjoyment versus traditional CTV spots – pause ads represent the next evolution in TripleLift’s creative technology leadership.
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“We’re witnessing the emergence of advertising moments that didn’t exist five years ago,” said Dave Helmreich, CEO at TripleLift. “Pause ads exemplify our mission to transform standard placements into meaningful brand experiences. In partnership with DIRECTV Advertising, we’re making their award-winning ad format programmatically accessible, removing every barrier between advertisers and innovation. We are creating a premium x-CTV publisher pause ad offering to delight both advertisers and viewers with a beautiful and efficient advertising experience.”
SOURCE: PRNewswire