Index Exchange announced programmatic support for pause ads across streaming platforms including DIRECTV Advertising, Foxtel, Philo, and Plex. This new capability allows marketers to programmatically access non-intrusive ad inventory that appears when viewers pause content, aiming for greater standardization and efficiency in streaming ad formats.
This gives buyers and sellers a standardized way to transact pause ads across four streaming services through Index’s sell-side tech. The pitch is clear: a non-intrusive format for media owners, with programmatic access for marketers and buyers. It also fits the IAB Tech Lab’s push for clearer specs around non-linear formats, which should make pause ads easier to transact consistently. For now, the key signal is whether more streaming platforms and SSPs adopt the same programmatic support and whether Index can move the format beyond the manual workflows it says still dominate today.
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