Creative SSP Pioneer Delivers Industry-First Fully Programmatic Pause Ad Solution
In the latest demonstration of its leadership in developing unique creative formats, TripleLift, the world’s leading Creative SSP, today 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.
“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.”
Full-Service Creative Technology at No Additional Cost
Setting a new industry standard, TripleLift includes complete creative development as added value with every pause ad campaign. Advertisers need only provide a single video asset, and TripleLift’s creative technology team transforms it into an optimized slideshow experience within five business days – with no creative fees.
“The traditional model requires advertisers to bring finished creative assets and navigate complex direct sales processes,” said Eliza Davies, VP CTV Supply at TripleLift. “We’re building toward a one-tag, one-line-item future where advertisers buy pause ads through TripleLift and we handle all the creative heavy lifting – from dynamic publisher template adaptation to ensuring every execution meets CTV specifications across different environments.”
Premium Scale and Proven Performance
DIRECTV Advertising’s pause ad inventory delivers significant scale, with 200 million monthly available impressions and an audience that averages over three minutes of viewing time. The format has demonstrated strong performance metrics – on average pause ads drove a 34% higher unaided ad recall compared to traditional addressable advertising and +6% incremental reach when paired with addressable.*
“Pause ads represent a natural evolution in how viewers engage with content, and making them programmatically accessible unlocks their true potential,” said Rose McGovern, Head of Programmatic at DIRECTV Advertising. “TripleLift’s creative technology ensures these exchanges translate into meaningful brand moments that amplify the viewer’s experience while delivering results advertisers can measure.”
DIRECTV Advertising’s Pause Ad audience profile includes premium demographics: 41% high household income ($100K+), 63% college-educated, and 79% homeowners, with coverage across all 210 US markets.**
Industry-First Programmatic Integration
TripleLift’s pause ad solution is DSP and publisher ad server agnostic, integrating seamlessly with major DSP platforms certified with TripleLift’s CTV High Impact suite. This end-to-end programmatic approach differentiates TripleLift’s offering from alternatives that rely on direct sales channels or require separate activation platforms.
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About TripleLift
TripleLift is the world’s leading Creative SSP, transforming standard ad placements into high-performing, scalable experiences across desktop, mobile, CTV, and Retail Media. The company’s integrated platform seamlessly unites premium supply, creative technology, and data into one seamless, integrated programmatic platform.
Through its focus on creative, TripleLift empowers publishers, drives better outcomes for advertisers, and builds better experiences for consumers, delivering value across the entire digital advertising ecosystem.
As part of the Vista Equity Partners portfolio, TripleLift is NMSDC certified, qualifies for diverse spending goals, and remains deeply committed to people, culture, and community. The company is headquartered in New York, with offices worldwide. Learn more at TripleLift.com.
About DIRECTV Advertising
DIRECTV Advertising is a pioneer in the converged addressable space, delivering industry leading audience-based, digital, and innovative media solutions. Employing our decades of experience, we empower advertisers to address and engage their audience at scale while continuously measuring campaign impact against brand goals to unlock insights and optimize future campaigns. Learn more at www.directvadvertising.com.
*Source: Pause Ad Effectiveness, DIRECTV Advertising & Media Science, Apr 2024 Addressable :30 vs Addressable :30 with Pause Ad
**Source: Demo, ethnicity & geographic info pulled in June 2024 & matched against DIRECTV households who pause utilizing Experian Mosaic Profile Analysis