Creative supply-side platform TripleLift announced an expansion of its programmatic pause ads offering on Thursday, giving publishers a one-stop shop for scaling the innovative connected TV (CTV) ad format. Investing in new capabilities like TripleLift’s expanded programmatic pause ad opportunity will prove critical as the format continues to drive measurable action. But as more brands turn to pause ads, those that stand out will be the ones who listen to user preferences.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

COVID-19 has altered the relationship between TV viewership supply and advertising demand.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

The video streaming industry has become more competitive than ever, and marketers are figuring out how to build media plans around the fragmented market.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.