DirecTV is partnering with TripleLift to launch programmatic pause advertising on its connected television platforms.
The launch will allow clients who purchase inventory through DirecTV Advertising to launch campaigns using the pause ad format.
DirecTV has largely sold its pause ad inventory through direct deals with brands. The partnership with TripleLift will allow DirecTV to increase the availability of pause ad inventory to brands who prefer to buy programmatically, or who want a mixture of the two channels.
“The traditional model requires advertisers to bring finished creative assets and navigate complex direct sales processes,” Eliza Davies, the Vice President of CTV Supply at TripleLift, said in a statement. “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.”
DirecTV first introduced its pause ads last year. The company says pause ads reach premium demographics, including high-household incomes, college educated viewers and homeowners. Pause ads cover all 210 U.S. TV markets.
“We’re witnessing the emergence of advertising moments that didn’t exist five years ago,” Dave Helmreich, the CEO of TripleLift, said on Tuesday. “Pause ads exemplify our mission to transform standard placements into meaningful brand experiences. In partnership with DirecTV Advertising, we’re making their award-winning ad format programmatically accessible, removing every barrier between advertisers and innovation.”
“Pause ads represent a natural evolution in how viewers engage with content, and making them programmatically accessible unlocks their true potential,” said Rose McGovern, Head of Programmatic at DirecTV Advertising. “TripleLift’s creative technology ensures these exchanges translate into meaningful brand moments that amplify the viewer’s experience while delivering results advertisers can measure.”
