The Trade Desk pause ads launch on HBO Max in Italy
The Trade Desk has launched Skydance Pause Ads on HBO Max and discovery+ in Italy, enabling programmatic buying of non-intrusive ad formats. The integration allows advertisers to place ads via Programmatic Guaranteed when viewers pause content.
Key Takeaways
- Skydance is among the first major broadcasters to offer this format in the Italian market
- Inventory is accessible exclusively through The Trade Desk platform via Programmatic Guaranteed
- Ads are triggered only when viewers voluntarily pause premium content on HBO Max or discovery+
- Angela Bersini and Luca Nicoli confirmed the partnership focuses on high-visibility, non-interruptive ad experiences
Why It Matters
The introduction of these formats in Italy marks a transition toward more sophisticated, less disruptive monetization strategies in the European CTV market. By utilizing Programmatic Guaranteed, Skydance and The Trade Desk are providing agencies with the automation of programmatic buying alongside the brand safety of premium HBO Max environments. This move addresses growing advertiser demand for inventory that respects the user experience while maintaining high visibility. As streaming platforms face pressure to balance ad loads with subscriber retention, expect to watch for whether this non-intrusive format becomes a standard requirement for all major Italian broadcasters entering the programmatic ecosystem.
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In short
The Trade Desk has launched pause ads on HBO Max and discovery+ in Italy, allowing advertisers to purchase non-intrusive inventory via Programmatic Guaranteed. This expansion marks a shift toward less disruptive monetization in the European CTV market, balancing high-visibility ad experiences with user retention by triggering ads only when viewers pause content.
FAQ
Where are The Trade Desk pause ads available?
The pause ads are currently available on HBO Max and discovery+ in the Italian market.
How can advertisers purchase this new ad inventory?
Advertisers can access this inventory exclusively through The Trade Desk platform using Programmatic Guaranteed buying.
When do these pause ads appear for viewers?
The ads are triggered only when viewers voluntarily choose to pause their streaming session while watching premium content.
Who is partnering with The Trade Desk for this launch?
Skydance is among the first major broadcasters to offer this non-intrusive ad format in the Italian market.
Read full article at thetradedesk.com
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