Magnite expands CTV offering with programmatic Pause Ads

Magnite has introduced programmatic access to pause ads across major streaming platforms, adding a new format to its sell-side platform (SSP). The ad type is now available through Magnite’s ClearLine as well as third-party DSPs such as MNTN, Kerv.ai, and Yahoo DSP.

The inventory will be accessible across streaming partners including DirecTV, Dish Media, and Fubo, with the potential to scale across other publishers using similar specifications. Pause ads can also incorporate interactive elements, making them adaptable for different campaign strategies.

The launch builds on Magnite’s earlier work with formats like home screen and tile ads, which were integrated into its SpringServe platform in 2022. While tile ads relied on publisher-specific features, pause ads have moved toward greater standardization as more providers adopt the VAST (video ad serving template) framework.

DirecTV has been testing pause ads for several years and has also worked with the IAB Tech Lab on standardization efforts. According to the company, one in three of its subscribers use the pause function daily, with many doing so for second-screen activity such as texting or browsing on mobile devices. This behavior is seen as creating opportunities for interactive and shoppable ad formats.

Advertiser interest in pause ads spans multiple industries, particularly among brands focused on performance-driven campaigns. While DirecTV offers certain interactive “tune in” ad options directly, Magnite’s programmatic availability opens the format to a wider range of buyers, including agencies and, over time, potentially small and local businesses.

Industry adoption, however, will depend on simplifying programmatic workflows and ensuring interoperability across streaming services. Magnite executives note that while demand is increasing, it may take time before pause ads achieve broad programmatic adoption across the connected TV ecosystem.