Magnite introduced "Pause Ads," turning streaming pauses into programmatic ad slots with partners like DIRECTV, DISH Media, and Fubo.
The format offers a non-disruptive way for brands to engage viewers during moments of peak attention.
Programmatic availability of pause ads is setting an industry standard, simplifying technical implementation.
DirecTV data shows one in three customers pause content daily, often to check second-screen devices.
The initiative opens new revenue streams for media owners without adding traditional ad breaks.
Ad-tech firm Magnite is turning the pause button into a new ad slot, making its "Pause Ads" programmatically available across major partners like DIRECTV, DISH Media, and Fubo. The move creates a new category of non-disruptive ad inventory that capitalizes on moments of peak viewer attention.
An unskippable opportunity: Streaming partners are betting on the format as a way to engage viewers when they are most attentive. Rose McGovern, Head of Programmatic at DIRECTV Advertising, called it a "unique, non-disruptive opportunity for brands to reach people at a moment of peak interest."
From experiment to standard: While pause ads aren't new, making them widely available through programmatic channels is helping create an industry standard. According to AdExchanger, DirecTV has been developing its own version for nearly five years, and the broader adoption of frameworks like VAST is simplifying the technical work needed to roll out the format at scale.
Not just for snacks: The format taps into a common viewer habit that has little to do with grabbing a drink. DirecTV's internal data shows that one in three customers pause content daily, and for more than half of them, it’s because they’re looking at a second-screen device.
The pause screen, once dead air for advertisers, is now being converted into valuable, high-attention real estate, opening a new revenue stream for media owners without adding more traditional ad breaks. This broader rollout builds on earlier moves in the industry, including Fubo's launch of programmatic pause ads last year. It all takes place as the CTV advertising market continues to explode, with spending projected to hit over $33 billion in 2025 and streaming giants like Netflix opening up more inventory to programmatic partners.
