Key Points
- TripleLift expanded its pause ads format to new partners including Xumo and Plex, offering broader access to premium CTV inventory.
- The company now offers pause ads with no creative development fees and a five-day launch window.
- Pause ads support dynamic elements like QR codes and operate alongside TripleLift’s full suite of non-interruptive CTV formats.
Advertising technology developer TripleLift is bringing its popular pause ads format to more publishers this week, the company announced on Thursday.
The new publishers include Charter and Comcast’s joint venture Xumo and the streaming platform Plex, which join other TripleLift clients like DIRECTV Advertising in using the pause ads format to market to streamers on their apps, platforms and services.
In a press release, TripleLift said the expansion is intended to streamline access to high-impact CTV inventory through a single programmatic connection. With the additions, TripleLift said it can offer advertisers wider access to premium streaming environments while maintaining consistent creative execution across screens.
“As CTV matures, creative is becoming the next major frontier,” said Rob Deichert, the 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.”
TripleLift said its programmatic pause ads format are now offered with no development fees, a move the company asserts will allow marketers and brands to shift more of their budgets toward media creation and performance outcome goals. Campaigns can launch within five business days using a single existing video asset, which the company said shortens the typical production timeline for connected TV (CTV) campaigns.
The ads can incorporate dynamic elements such as QR codes, brand logos, and custom headlines. TripleLift said the goal is to convert standard creative materials into contextual, actionable viewing experiences without disrupting programming.
The expanded Pause Ads offering operates alongside TripleLift’s portfolio of non-interruptive CTV formats, which includes In-Show Ads such as split-screen executions, dynamic overlays, and L-Bar placements, as well as Enhanced Spots like QR Spots and Social to CTV units. The company said media buyers can manage an end-to-end CTV creative strategy with a small set of assets through a single programmatic partner.
“Programmatic innovation is about maximizing scale and efficiency for our clients,” Deichert said. “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.”
