In a landmark move redefining the creative potential of CTV, TripleLift, the world’s leading Creative SSP, has partnered with DIRECTV Advertising to launch programmatic Pause Ads—an Emmy Award-winning format now accessible through major DSPs using standard VAST tags and Deal IDs.
A Seamless Leap Forward for CTV Innovation
Traditionally limited to direct-sold deals, Pause Ads transform the moment viewers hit pause into a premium, dynamic ad experience. By integrating with TripleLift’s programmatic infrastructure, brands can now access this format at scale and with ease, removing friction and democratizing access to a once-exclusive ad unit.
“We’re witnessing the emergence of advertising moments that didn’t exist five years ago,” said Dave Helmreich, CEO of TripleLift. “Pause ads exemplify our mission to transform standard placements into meaningful brand experiences.”
Why Pause Ads Matter Now
DIRECTV’s Pause Ad format has already made waves, capturing an Emmy Award in 2024 for its non-disruptive, high-attention impact. Key performance highlights include:
- +34% higher unaided recall vs. traditional addressable ads
- +6% incremental reach when paired with addressable campaigns
- Over 200 million impressions monthly
- Average dwell time: 3+ minutes
With viewer-initiated engagement and subtle movement-driven visuals, Pause Ads offer an ideal opportunity to drive brand recall without disrupting content flow.
Full-Service Creative — No Fees, No Friction
In a move set to reshape the economics of CTV creative development, TripleLift includes creative production as added value:
- One video asset from the advertiser
- Turned into a slideshow-optimized pause ad within five business days
- Zero creative fees
“We’re building toward a one-tag, one-line-item future,” said Eliza Davies, VP of CTV Supply at TripleLift. “We handle everything — from template adaptation to cross-environment QA — so marketers can focus on performance, not production.”
Built for Programmatic. Ready for Scale.
TripleLift’s pause ad integration works across:
- All major DSPs
- Publisher ad servers
- CTV environments nationwide (coverage in all 210 US markets)
DIRECTV Advertising brings a premium demographic profile to the table:
- 41% HHI $100K+
- 63% college-educated
- 79% homeowners
“Pause ads represent a natural evolution in how viewers engage with content,” added Rose McGovern, Head of Programmatic at DIRECTV Advertising. “TripleLift’s creative technology ensures these exchanges translate into measurable, meaningful brand moments.”
The Future of High-Impact, Viewer-Initiated CTV
TripleLift’s track record of creative innovation—seen previously with Enhanced Spots and Dynamic Overlay Ads—continues with this first-of-its-kind programmatic Pause Ad offering. The company’s mission remains clear: deliver beautiful, viewer-respectful ad formats that perform.
Final Word
With programmatic Pause Ads now live, brands can leverage creative tech, premium audiences, and seamless buying workflows—turning a viewer’s pause into a powerful brand moment.
