TripleLift Expands Programmatic Pause Ads Solution
The expanded supply by TripleLift gives advertisers unprecedented access to premium streaming environments while maintaining creative consistency and performance across every screen.
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TripleLift, the Creative SSP, has announced an expansion of its Programmatic Pause Ads solution. This 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 publishers to participate in Pause Ads includes Xumo, Plex, and more, alongside existing partners such as DirecTV Advertising.
With the expansion, TripleLift positions itself as a single point of access for scaling non-interruptive CTV creative across brands and agencies. This expanded supply gives advertisers unprecedented access to premium streaming environments while maintaining creative consistency and performance across every screen.
“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.”
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TripleLift’s Programmatic Creative Advantage benefits include:
- Zero Creative Fees: Programmatic Pause Ads are now available with zero creative development fees, ensuring that advertiser budgets are maximised for working media and in-market performance.
- Speed to Market: Brands can go live within five business days with just one existing video asset, a significant reduction in typical turnaround time.
- Dynamic and Actionable Creative: The platform transforms static advertiser assets into integrated ad experiences featuring dynamic elements like QR codes, brand logos, and custom headlines, enabling direct consumer action on the largest screen in the home.
The expanded Pause Ad solution supports publishers and operates alongside TripleLift’s portfolio of non-interruptive CTV formats, including In-Show Ads (Split Screen, Dynamic Overlay, L-Bar) and Enhanced Spots (QR Spots, Social to CTV).
This allows 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.
ALSO READ: TripleLift Launches Programmatic Pause Ads with DIRECTV Advertising
TripleLift’s latest 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.
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.
“Programmatic innovation is about maximising 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.”
TripleLift is taking a low-friction approach to a format in high demand by addressing complexity and cost challenges in the CTV advertising landscape. With VAST 4.0 support and certified integrations with The Trade Desk, DV360, and Viant, the company provides a streamlined path to scalable, measurable CTV advertising.
