TripleLift expands Pause Ads to more streaming platforms
TripleLift has expanded its Programmatic Pause Ads solution for connected TV (CTV) advertising, adding new publisher supply integrations including Xumo and Plex.
Existing relationships with DirecTV Advertising remain in place. This development introduces additional product features focused on accessibility and performance for advertisers.
TripleLift's Pause Ads format displays advertisements at times when viewers pause streaming content, rather than during traditional commercial breaks. The intention is to provide a less interruptive and more targeted advertising experience. According to the company, the expanded solution allows media buyers to manage their CTV strategies with a small number of creative assets across several ad formats, such as In-Show Ads and Enhanced Spots.
The inclusion of more streaming platforms gives advertisers wider opportunities to deliver Pause Ads across a broader range of premium content. The expansion aims to maintain creative consistency for brands and agencies while enabling performance at scale on CTV platforms.
Product updates
The latest update eliminates creative development fees for Programmatic Pause Ads, which may enable advertisers to allocate more funds to active campaigns. The platform also supports a faster transition from asset submission to live campaigns, claiming a turnaround time of five business days using an existing video asset.
Advertisers can use static creative assets, which the system transforms into interactive ad experiences. Features such as QR codes, custom headlines, and brand logos can be incorporated, encouraging consumer engagement while watching content on home television screens.
Performance data
TripleLift has conducted research titled "Taking a Pause: Turning CTV Creative Into Action," which highlights engagement metrics for the Pause Ad format. The data shows a reported 24 per cent increase in brand recall compared to standard pre-roll video ads, and a 65 per cent interaction rate with QR codes among viewers exposed to the format.
The study also points to a 15 percentage point rise in purchase intent after exposure to Pause Ads.
These findings suggest that placing ads during natural breaks in attention may increase a campaign's effectiveness. TripleLift has positioned Pause Ads as supportive of non-interruptive methods, potentially strengthening viewer attitudes towards advertised brands.
Industry integration
The new solution supports VAST 4.0 and integrates with demand-side platforms, including The Trade Desk, DV360, and Viant. This technical compatibility aims to provide advertisers and agencies with a streamlined process for CTV campaign management, especially when handling multiple creative formats from a single partner.
"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," said Rob Deichert, Chief Operating Officer, TripleLift.