TripleLift Launches Programmatic Pause Ads with DIRECTV Advertising
TripleLift’s pause ad solution is DSP and publisher-ad server-agnostic, integrating seamlessly with major DSP platforms certified with TripleLift’s CTV High Impact suite.
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TripleLift has announced the launch of programmatic Pause Ads in partnership with DIRECTV Advertising. This offering allows buyers access to DIRECTV’s Pause Ad product via programmatic through major DSP partners.
DIRECTV Advertising introduced the Pause Ad format and helped establish it as a high-impact unit, earning an Emmy in 2024 for its non-disruptive approach. The format turns viewer-initiated pauses into an ad opportunity by delivering dynamic, subtly animated creative during natural content breaks.
Now, with TripleLift’s technology, the format no longer relies on direct sales integration. Instead, it is available programmatically through major DSPs using standard VAST tags and Deal IDs, making it as straightforward to activate as any other CTV campaign. Buyers also gain access to additional creative options.
Following the success of Enhanced Spots, which demonstrated an 8-point increase in likelihood to rewatch content and a 5-point improvement in program enjoyment versus traditional CTV spots, pause ads represent the evolution in TripleLift’s creative technology leadership.
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“We’re witnessing the emergence of advertising moments that didn’t exist five years ago. Pause ads exemplify our mission to transform standard placements into meaningful brand experiences,” said Dave Helmreich, CEO at TripleLift.
“In partnership with DIRECTV Advertising, we’re making their award-winning ad format programmatically accessible, removing every barrier between advertisers and innovation. We are creating a premium x-CTV publisher pause ad offering to delight both advertisers and viewers with a beautiful and efficient advertising experience.”
TripleLift includes complete creative development as added value with every pause ad campaign. Advertisers need to only provide a single video asset, and TripleLift’s creative technology team transforms it into an optimised slideshow experience within five business days – with no creative fees.
“The traditional model requires advertisers to bring finished creative assets and navigate complex direct sales processes,” said Eliza Davies, VP CTV Supply at TripleLift.
“We’re building toward a one-tag, one-line-item future where advertisers buy pause ads through TripleLift and we handle all the creative heavy lifting – from dynamic publisher template adaptation to ensuring every execution meets CTV specifications across different environments.”
Rose McGovern, Head of Programmatic at DIRECTV Advertising, said, “Pause ads represent a natural evolution in how viewers engage with content, and making them programmatically accessible unlocks their true potential.”
“TripleLift’s creative technology ensures these exchanges translate into meaningful brand moments that amplify the viewer’s experience while delivering results advertisers can measure.”
TripleLift’s pause ad solution is DSP and publisher-ad server-agnostic, integrating seamlessly with major DSP platforms certified with TripleLift’s CTV High Impact suite.
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