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Premium pause inventory from DIRECTV Advertising, Philo and other streaming publishers can now be activated through Nexxen SSP and leading DSPs
Nexxen has expanded programmatic access to Connected TV (CTV) advertising by making pause ad inventory available through its Nexxen SSP, allowing advertisers to buy the format through Nexxen DSP and participating third-party demand-side platforms, including Simpli.fi.
Pause ads appear when viewers pause streaming content, creating an advertising placement that does not interrupt the programming. Nexxen said the expansion is intended to make the format more accessible to advertisers while increasing the scale of premium CTV inventory.
Premium Streaming Inventory
The company has partnered with streaming publishers including DIRECTV Advertising and Philo to make their pause ad inventory available through programmatic workflows.
Advertisers can access the inventory through Nexxen DSP as well as approved third-party DSP partners. The approach allows buyers to incorporate pause advertising into existing campaign workflows without requiring separate direct arrangements with individual streaming publishers.
According to eMarketer, audiences across generations show a preference for pause ads over frozen screens, highlighting the growing interest in the format as streaming platforms seek less disruptive advertising experiences.
Expanding Programmatic CTV
Nexxen said the move builds on its broader portfolio of CTV advertising formats, including its TV Home Screen units.
Kara Puccinelli, Chief Commercial Officer at Nexxen, said pause moments represent an opportunity for brands to engage viewers in an environment where they are actively interacting with content.
The company is positioning programmatic access as a way for advertisers to combine premium CTV placements with the targeting, measurement, and workflow capabilities available through existing DSP platforms.
Philo and Simpli.fi Partnerships
Philo is among the streaming publishers making its pause inventory available through the Nexxen SSP.
Aulden Kaye Yi, Head of Advertising Partnerships at Philo, said the partnership provides advertisers with a programmatic route to access the company’s pause inventory at scale.
Simpli.fi has also integrated Nexxen’s pause inventory into its advertising platform. Michael Schoen, Chief Product and Technology Officer at Simpli.fi, said the addition gives advertisers access to premium CTV inventory while supporting locally relevant campaigns and broader business objectives.
The expansion adds another programmatic buying option for brands as pause advertising becomes an increasingly established format within the connected TV ecosystem
