As Connected TV continues to mature and advertisers search for high impact formats that do not disrupt the viewer experience, TripleLift has broadened its Programmatic Pause Ads offering through new publisher integrations and enhanced product capabilities. The company, known as a leading Creative SSP, says the expansion makes Programmatic Pause Ads more accessible, more scalable, and more effective for brands looking to capture attention during natural viewing moments. With Programmatic Pause Ads emerging as a powerful format in the CTV landscape, the update reflects a wider industry shift toward non interruptive, action driven creative.
The latest integrations bring new streaming partners such as Xumo and Plex into the Pause Ad ecosystem, strengthening TripleLift’s existing relationships with publishers like DirecTV Advertising. This deeper supply unlocks premium CTV inventory for agencies and brands, giving them a unified way to activate innovative pause based creative across a broader network of screens. The expansion positions TripleLift as a central partner for advertisers aiming to scale CTV campaigns with consistent creative across publishers.
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Rob Deichert, chief operating officer at TripleLift, emphasized how creative innovation is shaping the next phase of CTV advertising. “As CTV matures, creative is becoming the next major frontier,” he said. “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.”
TripleLift’s updated offering is centered on simplicity, speed, and performance. The company now provides Programmatic Pause Ads with zero creative development fees, allowing advertisers to put more budget toward media delivery instead of production costs. Brands can activate campaigns within five business days using a single existing asset, a significant advantage in a category where creative timelines are often lengthy. The platform also transforms static or existing assets into dynamic ad experiences that incorporate QR codes, brand logos, and customizable headlines, enabling viewers to take immediate action on the largest screen in the home.
The expanded Pause Ads solution sits alongside TripleLift’s broader suite of non interruptive CTV formats, including In Show Ads such as L Bars, dynamic overlays, split screens, and enhanced QR based experiences that bridge the gap between social content and the television screen. This unified creative stack gives media buyers a single programmatic partner for executing diverse CTV strategies with only a small number of assets required.
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TripleLift’s recent study, “Taking a Pause: Turning CTV Creative Into Action,” further validates the effectiveness of the format. Findings show a twenty four percent lift in brand recall compared with standard pre roll ads, a sixty five percent interaction rate on dynamic creative elements like QR codes, and a fifteen percentage point increase in purchase intent. By appearing during natural pauses that do not interrupt programming, Pause Ads deliver a more valuable blend of attention, relevance, and measurable outcomes.
Deichert noted that the company aims to remove friction from the CTV creative process. He said TripleLift’s combination of fast activation, low complexity, and VAST 4.0 compliant integrations with platforms like The Trade Desk, DV360, and Viant reinforces its position as a streamlined partner for advertisers looking to scale innovative CTV formats.
As demand grows for non intrusive, action oriented CTV experiences, TripleLift’s expanded Programmatic Pause Ads offering underscores how the future of streaming advertising will be shaped by formats that balance viewer respect with brand performance.
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