Nexxen Expands Programmatic Access to High-Attention Pause Ads
Event summary
- Nexxen has expanded programmatic access to pause ads through its supply-side platform (SSP), Nexxen SSP.
- Pause ads are now available for transaction via Nexxen DSP and other leading DSPs, including Simpli.fi.
- Partnerships with premium streaming publishers like DIRECTV Advertising and Philo enable programmatic workflows.
- Pause ads are described as high-impact, non-intrusive placements that appear when viewers pause content.
The big picture
Nexxen's move to make pause ads programmatically accessible aligns with the broader trend of enhancing CTV advertising formats. By reducing friction and expanding reach, Nexxen aims to capitalize on the growing preference for high-attention, non-intrusive ad placements. The integration with leading DSPs like Simpli.fi underscores the strategic importance of scalable, programmatic workflows in the evolving media landscape.
What we're watching
- Adoption Pace
- How quickly advertisers will integrate pause ads into their CTV strategies.
- Performance Metrics
- Whether pause ads will deliver measurable impact and drive business outcomes.
- Ecosystem Expansion
- The pace at which Nexxen can expand its partnerships with other premium streaming publishers.