"On Tuesday, the advertising platform announced the introduction of pause ads into its SSP. This inventory can be bought through the company's direct-to-buyer product, ClearLine, as well as a number of third-party DSPs like MNTN, Kerv.ai and Yahoo DSP. Magnite's pause ads will be available on a programmatic basis across several streaming partners, including DirecTV, Dish Media and Fubo."
"Pause ads proved a slightly trickier engineering task after tile ads, as each media owner is at a different stage of development on the format. Some have built out those features with native specs, while others use the more standardized VAST (video ad serving template), requiring Magnite to be more "agnostic" about how it implements with each publisher, said Magnite SVP Michael Laband."
Magnite introduced programmatic pause ads into its SSP that buyers can purchase through ClearLine and third-party DSPs such as MNTN, Kerv.ai and Yahoo DSP. The pause ad inventory will run across streaming partners including DirecTV, Dish Media and Fubo and can scale across multiple providers using the same ad format with possible interactive capabilities. The rollout follows Magnite's earlier introduction of home screen and tile ads via SpringServe. Implementation required agnostic engineering because publishers vary between native specs and VAST, and growing VAST adoption makes standardization easier.
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