TripleLift, the world's leading Creative SSP, has announced a major expansion of its Programmatic Pause Ads solution. This expansion includes new integrations with premium publishers like Xumo and Plex, alongside strategic product enhancements designed to make high-impact, non-interruptive Connected TV (CTV) formats instantly accessible and highly performant for advertisers at scale.
TripleLift significantly expands its Programmatic Pause Ads solution with new publisher supply.
New partners include Xumo and Plex, joining existing partners like DirecTV Advertising.
The solution now offers zero creative development fees for advertisers.
Brands can launch campaigns within five business days using a single existing video asset.
Ads feature dynamic elements like QR codes to drive direct consumer action.
A recent study showed a +24% lift in brand recall and a +15 point increase in purchase intent.
As the CTV market matures, advertisers are seeking more than just reach; they demand relevance, performance, and formats that respect the viewer experience. This expansion establishes TripleLift as a one-stop shop for scaling innovative CTV creative. Rob Deichert, chief operating officer at TripleLift, stated, "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."
The expanded Programmatic Pause Ads solution offers several critical advantages designed to overcome common industry hurdles. These include the removal of creative development fees to maximize working media budgets, a drastically reduced speed to market that allows brands to go live in just five business days, and dynamic creative capabilities that transform static assets into interactive experiences with elements like QR codes and custom headlines, enabling direct consumer engagement on the TV screen.
The effectiveness of the Pause Ad format is backed by compelling data from a recent TripleLift study. Key findings reveal a +24% lift in brand recall compared to standard pre-roll spots, a 65% interaction rate with dynamic creative elements, and a +15 percentage point increase in purchase intent. The format appears during natural pauses in content, creating a high-value, non-disruptive experience. This solution operates alongside TripleLift's full portfolio of non-interruptive CTV formats, allowing media buyers to manage their entire creative CTV strategy from a single programmatic partner. By addressing the critical issues of complexity and cost, TripleLift is pioneering a low-friction path to one of the most impactful and in-demand ad formats in the streaming landscape.
About TripleLift
TripleLift is the world's leading Creative SSP, transforming standard ad placements into high-performing, scalable experiences across desktop, mobile, CTV, and Retail Media. The company's integrated platform seamlessly unites premium supply, creative technology, and data into one seamless, integrated programmatic platform.
Through its focus on creative, TripleLift empowers publishers, drives better outcomes for advertisers, and builds better experiences for consumers, delivering value across the entire digital advertising ecosystem.
As part of the Vista Equity Partners portfolio, TripleLift is NMSDC certified, qualifies for diverse spending goals, and remains deeply committed to people, culture, and community. The company is headquartered in New York, with offices worldwide. Learn more at TripleLift.com.
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