Clinch, the operating system for autonomous advertising, and OpenGlass, the first SSP purpose-built for advanced CTV formats, have announced a strategic certification that brings dynamic creative personalization to the Pause Ad format. This partnership enables advertisers to move beyond static images to serve real-time, data-driven creative across a fragmented network of premium publishers, including Paramount, Tubi, TiVo, DirecTV, Sling/Dish, Philo, Xumo, and Plex.
Unified Tag Serving: Collapses fragmented publisher-by-publisher setups into a single operational path via Clinch's ad-serving tags.
High-Attention Real Estate: Targets the "Pause" moment, which boasts an average dwell time of over two minutes—one of the highest in digital advertising.
Real-Time Personalization: Ad creative can now adapt instantly based on location, weather, time of day, audience segments, product availability, and pricing.
Closed-Loop Measurement: Clinch’s attribution links pause ad exposure to downstream actions on secondary devices, such as QR code scans, site visits, and purchases.
Programmatic Activation: Campaigns are activated via PMP/Deal IDs within existing DSPs, with deal provisioning available in under 24 hours.
Proven Baseline: Early tests on OpenGlass’s pause inventory showed a 79% lower cost per store visit for Ulta Beauty and a 276% lift in QR scans for Zales.
Until now, pause ads and other advanced formats were typically contracted on a per-publisher basis, making creative versioning at scale nearly impossible. The Clinch-OpenGlass integration allows for publisher-agnostic scaling, enabling a single dynamic creative strategy to run across the entire OpenGlass network of 600 million monthly impressions.
"What's been missing is the ability to optimize and personalize these unique creative with a single platform, in real time, at scale," said Jason Higgins, Co-Founder of OpenGlass. "Pairing our programmatic enablement with Clinch's creative serving capabilities closes that gap."
The partnership comes as industry trends shift toward performance-driven CTV. According to a February 2026 study by TiVo Ads and Convergent TV World:
40% of industry professionals now use CTV for full-funnel marketing.
46% rank sales or conversions as a primary CTV outcome.
32% of buyers are actively prioritizing less interruptive formats like pause ads.
"The pause moment is one of the most valuable ad opportunities in CTV. The screen belongs entirely to the brand," added Charel MacIntosh, Global Head of Business Development and Strategic Partnerships at Clinch. "We're giving advertisers the ability to make every one of those seconds count."
Clinch’s dynamic creative for OpenGlass pause ads is available immediately. Support for additional advanced formats, including Home Screen and Livestream Overlays, is slated for a future release later in 2026.
Clinch: An AI-powered ad-tech company that automates omnichannel workflows and dynamic creative optimization (DCO) via its SaaS platform, Flight Control.
OpenGlass: The first SSP built specifically for advanced CTV formats, providing the infrastructure to activate non-standard ads across premium streaming publishers.
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