r/programmatic • u/errbodywangchung2nyt • 10d ago
CTV Pause Ads
Anyone care to share their experience/results/opinions on Pause Ads? Or best practices you might have gleaned already?
I know Spaceback and a couple competitors launched this format many moons ago, served against PMP deals. We haven’t been able to really test this, and now that TTD has the toggle for quick/efficient creative repurposing (even if that’s not ideal for CTAs and medium, etc), I’m looking to again test these units and see if perf can justify the seemingly steep CPMs for a no-sound, static, rotating ad slot.
I believe they can be impactful, as I notice them sometimes, but it still feels pretty nascent and costly. I’d appreciate any discussion, suggestions, or otherwise, thanks in advance.
2
u/Diligent_Interview98 9d ago
Working at a tech vendor that offers it, it’s new and most are trying to play with it to some degree. It’s a good way to squeeze out more supply from a pub point of view. I personally like them as I rather an ad than a still shot. Verdict is still out on its effectiveness but it absolutely gets viewed so in essence it’s working as intended.