TripleLift expands Pause Ads offering
November 20, 2025
TripleLift, the Creative SSP, has announced an expansion of its Programmatic Pause Ads solution. The expansion includes new publisher supply integrations and strategic product features designed to make high-impact formats immediately accessible and highly performant for all advertisers.
The latest wave of US publishers to participate in Pause Ads includes Xumo and Plex among others, alongside existing partners such as DirecTV Advertising.
“As CTV matures, creative is becoming the next major frontier,” said Rob Deichert, chief operating officer at TripleLift. “Advertisers don’t just want reach. They want relevance, performance, and creative formats that respect the viewer experience. With our Pause Ads expansion and growing publisher footprint, TripleLift is delivering on all three. We’re making it easier than ever for brands to turn moments of attention into moments of action.”
The expanded Pause Ad solution supports top-tier publishers, and operates alongside TripleLift’s full portfolio of non-interruptive CTV formats, including In-Show Ads (Split Screen, Dynamic Overlay, L-Bar) and Enhanced Spots (QR Spots, Social to CTV), allowing media buyers to manage their entire creative CTV strategy from a single programmatic partner using a simple set of half a dozen or fewer easily acquired assets.
A TripleLift study, Taking a Pause: Turning CTV Creative Into Action, highlights the power of the Pause Ad format to engage viewers during natural moments of attention.
Key findings show:
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+24 per cent lift in brand recall compared to standard pre-roll spots
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65 per cent interaction rate with dynamic creative elements like QR codes among exposed viewers
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+15 percentage point increase in purchase intent, proving Pause Ads effectively bridge awareness and conversion
Because the ad appears when viewers are already engaged but not disrupted, Pause Ads create a non-interruptive, high-value experience that strengthens brand connection and drives measurable outcomes, says TripleLift.
“Programmatic innovation is about maximizing scale and efficiency for our clients,” continued Deichert. “By removing creative fees and offering the fastest path to launch, we’re making the most impactful CTV ad format universally accessible. Combined with our full portfolio of Enhanced Spots, Dynamic Overlays, and In-Show Ads TripleLift is the definitive partner for advertisers looking to scale creative across CTV programmatically.”
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