Nexxen has expanded its programmatic advertising capabilities by enabling pause ad inventory from Philo and DIRECTV Advertising to be transacted through its SSP and DSP. The integration allows advertisers to access these high-attention CTV formats using automated workflows within Nexxen's platform and third-party DSPs like Simpli.fi.
The move to automate pause ad inventory reduces the friction typically associated with buying non-standard CTV formats, allowing brands to scale high-attention placements through their existing demand-side platforms. By shifting these native units into programmatic workflows, Nexxen is addressing the growing buyer demand for non-disruptive advertising that aligns with viewer behavior. Within the broader ecosystem, this expansion signals a maturation of CTV ad tech where specialized formats are no longer relegated to direct-only deals. Watch for whether other major streaming platforms follow Philo's lead by opening their proprietary pause inventory to third-party SSPs to capture more automated spend.
Nexxen has launched programmatic support for pause ads across its SSP and DSP, enabling automated buying for high-attention CTV inventory. By integrating partners like Philo and DIRECTV Advertising, the move reduces friction for brands, allowing them to scale non-disruptive, native ad placements through existing programmatic workflows and third-party platforms like Simpli.fi.
Nexxen now supports automated transactions for non-intrusive pause ad inventory through its supply-side platform (SSP) and demand-side platform (DSP).
Philo and DIRECTV Advertising are the initial premium streaming publishers providing inventory for this programmatic pause ad launch.
Yes, third-party partners like Simpli.fi have integrated the new format, allowing their clients to access premium CTV pause ad placements at scale.
According to eMarketer research, viewers across generations prefer pause ads over traditional frozen screens, making them a high-attention, non-disruptive advertising format.
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