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Magnite has unveiled Pause Ads, expanding its portfolio of impactful ad formats now available across streaming providers such as DIRECTV, DISH Media, and Fubo. This new format builds on the success of Magnite’s Home Screen and Tiles Ads, addressing the growing need for ad solutions that deliver stronger engagement for advertisers while generating added value for publishers. Among the early buyers and DSPs making use of Pause Ads are KERV.ai, MNTN, and Yahoo DSP.
Similar to Tiles and Home Screen Ads, Pause Ads are designed to integrate seamlessly into the viewing experience. They appear at natural stopping points, creating brand engagement opportunities without interrupting content flow. This makes them particularly effective in live TV scenarios, where viewer attention is most concentrated. The format is compatible with Magnite’s ClearLine and is being tested with external DSPs, ensuring streamlined workflows, reduced complexity, and greater transparency in campaign performance.
“Pause Ads create premium ad inventory while maintaining the integrity of the viewer experience,” noted Mike Laband, Group SVP of U.S. Revenue at Magnite. “As demand grows for more engaging CTV formats, we believe Pause Ads will generate significant revenue opportunities for media owners.”
Echoing that view, Rose McGovern, Head of Programmatic at DIRECTV Advertising, emphasized the unique value of Pause Ads: “When a viewer presses pause, it’s a moment of active engagement. This format lets advertisers reach audiences at their most attentive.”
Marwan Soghaier, Chief Product Officer at MNTN, added: “Pause Ads reflect how people really watch TV — with no disruption, just meaningful results. It’s another step in transforming attention into outcomes and making performance TV more effective for brands.”
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