Magnite (NASDAQ: MGNI), the largest independent sell-side advertising platform, is expanding its high-impact connected TV (CTV) offerings with Pause Ads, now available across leading streaming services including DIRECTV, DISH Media, and Fubo. The move complements Magnite’s Home Screen and Tiles formats, targeting the growing demand for ad experiences that enhance viewer engagement and maximize publisher revenue.
The new format allows brands to reach viewers during natural pauses in content—literally when the audience hits the pause button. Unlike traditional mid-roll ads, Pause Ads integrate seamlessly into the content experience, making them especially effective during live broadcasts when audience attention peaks.
Programmatic buyers like KERV.ai, MNTN, and Yahoo DSP can leverage Pause Ads through automated workflows like Magnite’s ClearLine, streamlining operations while improving performance insights. Early testing with third-party DSPs suggests the format reduces complexity and encourages confident investment in CTV advertising.
“Pause Ads create a new class of high-value ad inventory without disrupting the viewer experience,” said Mike Laband, Group SVP of US Revenue at Magnite. “As buyers look for more effective ways to engage streaming audiences, innovations like Pause Ads are poised to unlock meaningful revenue for media owners.”
Rose McGovern, Head of Programmatic at DIRECTV Advertising, added, “When someone hits pause, they’re directly engaging with what they’re watching. Pause Ads offer a unique, non-disruptive opportunity for brands to capture attention at a moment of peak interest.”
Marwan Soghaier, Chief Product Officer at MNTN, emphasized the performance potential: “Pause Ads are built for how people actually watch TV—no disruption, just results. This format helps turn attention into measurable outcomes, giving brands more value from their CTV investments.”
With streaming audiences fragmenting across platforms, innovative formats like Pause Ads represent a crucial evolution for advertisers looking to cut through the noise. Magnite’s expansion underscores a broader trend in the CTV market: brands are increasingly seeking non-disruptive, contextually relevant ad placements that resonate with viewers while delivering measurable ROI.
As the CTV ecosystem matures, formats like Pause Ads could become a standard tool for advertisers and media owners, bridging the gap between traditional TV engagement and digital targeting capabilities.
