Magnite rolls out Pause Ads in US
August 27, 2025
Magnite, the independent sell-side advertising company, has announced the expansion of its ad solutions with the introduction of Pause Ads across a number of US streaming providers including DirecTV, DISH Media and Fubo. Buyers and DSPs to leverage Pause Ads include KERV.ai, MNTN, and Yahoo DSP.
Pause Ads offer contextually relevant and seamlessly integrated opportunities to engage with viewers, but extend that innovation to the content experience itself during natural breaks in viewing. Magnite says these ad placements are particularly impactful in live viewing scenarios when audience attention is at its peak. Fully compatible with automated workflows such as Magnite’s ClearLine and currently undergoing testing with third-party DSPs, Pause Ads help aim to reduce operational complexity and enhance performance visibility, making it easier for brands to invest confidently in the future of CTV.
“Pause Ads create a new class of high-value ad inventory without disrupting the viewer experience,” said Mike Laband, Group SVP, US Revenue at Magnite. “As buyers seek more effective ways to engage streaming audiences, we expect growing demand for ad innovations such as Pause Ads to unlock meaningful revenue for media owners as the CTV ecosystem matures.”
“When someone hits the pause button, they are directly engaging with what they’re watching, making pause ads a unique, non-disruptive opportunity for brands to reach people at a moment of peak interest,” said Rose McGovern, Head of Programmatic at DirecTV Advertising. “By enabling this popular, high-impact ad format to be bought programmatically, Magnite is unlocking tremendous value for both traditional TV and digital advertisers looking for effective ways to get viewers’ attention in a highly fragmented streaming marketplace.”
“Pause Ads are built for how people actually watch TV – no disruption, just results,” added Marwan Soghaier, Chief Product Officer at MNTN. “Our job is to turn attention into outcomes, and this experiment into additional innovative formats is another way we’re making performance TV work harder for every brand.”
Other posts by :
- Eutelsat share price rockets
- AST SpaceMobile recovers after Verizon agreement
- Bank has mixed messages for AST SpaceMobile
- EchoStar clears key regulatory hurdles for Starlink deal
- Starlinks falling to Earth every day
- 650 Starlink D2C craft in orbit
- Bank upgrades SES to ‘Buy’
- Eutelsat shareholders reach agreement at AGM
- Ghana makes MultiChoice fee decision