Pause ads are a thing, damnit! Or at least they will be as they continue to scale.
With that in mind, today, CTV-focused SSP Magnite announced it will introduce Pause Ads across streamers DIRECTV, DISH, and Fubo. Advertisers can access the format through the company’s ClearLine direct-buy platform, as well as integrations with Yahoo DSP, MNTN, and Kerv.ai. (Hey, we love some flexibility and interoperability.) According to Magnite, the move meets “the growing demand for ad experiences that drive better viewer engagement for buyers and increased value for publishers.”
Pause ads deliver messaging when a program is… paused, obviously. The advantage is that they don’t interrupt the viewing experience—ads appear only when the viewer pauses the content, creating a natural insertion point.
Why This Matters:
Pause ads have become a very hot format, with YouTube, LG Ads, Amazon, and WB (HBO) all rolling out versions over the last few years. The appeal is clear: CTV needs more ad slots, but viewers resist intrusive interruptions. Pause ads, like screensaver formats, monetize “downtime” when audiences choose to stop or delay viewing, creating incremental inventory without breaking the flow of content.
Moreover, they seem to perform. NBCUniversal says pause ads on Peacock drove a 40%+ increase in brand site visitation, along with higher ad memorability compared with standard ads. That makes sense—pause ads naturally hold attention since viewers need to re-engage with the screen to continue watching.
Experts React:
Building on that idea, Rose McGovern, Head of Programmatic at DIRECTV Advertising, had this to say about the announcement via the press release:
“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.”
Our Take:
Pause ads strike a balance between advertiser demand and user experience. Streaming economics require new ad formats—content is expensive, and platforms need more monetization options. Viewers may worry about clutter, but pause ads are less disruptive than another mid-roll break.
The trend also underscores a bigger shift: on the biggest screen in the home, every moment—even pauses—can be turned into ad-supported time. By the way, Magnite is having a strong year, right? The stock is up virtually 80%. Meanwhile, the pause ad launch follows news that the company may sue Google for antitrust damages.
AdTechRadar is owned by Chris Harihar, who leads PR at Mod Op. Yahoo is a Mod Op client.
