Clinch, the operating system for autonomous advertising, and OpenGlass, the first SSP built for advanced CTV advertising, today (23rd April, 2026) announced that Clinch's ad-serving tags have been certified to run within OpenGlass's Advanced CTV Formats, beginning with pause ads, across publishers like Paramount, Tubi, TiVo, DirecTV, Sling/Dish, Philo, Xumo, and Plex. The certification gives advertisers a single operational path to deliver personalised, data-driven creative via one of streaming’s highest-attention formats.

"Advanced CTV experiences, specifically pause ads, already deliver some of the strongest performance numbers in CTV. What's been missing is the ability to optimise and personalise these unique creative with a single platform, in real time, at the publisher-agnostic scale buyers need," said Jason Higgins, Co-founder of OpenGlass. "Pairing our programmatic enablement with Clinch’s creative serving capabilities closes that gap."

The average dwell times for pause ads exceed two minutes, a duration virtually unmatched in any other digital ad format. Since its recent inception, the pause ad format has historically been contracted publisher-by-publisher, each requiring their own managed media buy, creative builds, and campaign set-up process. That fragmentation made creative personalisation operationally impractical at scale. Clinch's certification with OpenGlass collapses that fragmentation into a single tag running across a single deal across their  entire publisher network. With creative versioning, ad serving, and optimisation managed through Clinch's Flight Control platform.

"The pause moment is one of the most valuable ad opportunities in CTV. The screen belongs entirely to the brand, and the dwell time creates an environment where relevance compounds," said Charel MacIntosh, global head of business development and strategic partnerships at Clinch. "By pairing Clinch’s dynamic creative and personalisation capabilities with OpenGlass's pause ad inventory, we're giving advertisers the ability to make every one of those seconds count with a message tailored to the household, the moment, and the context."

The timing reflects a broader shift in how CTV is bought and measured. According to a February 2026 study from TiVo Ads and Convergent TV World, 40% of industry professionals now deploy CTV across the full marketing funnel, and 46% rank sales or conversions as a primary CTV outcome. The same research found 32% of CTV buyers are actively prioritising less interruptive formats, including pause ads and home screen placements, while 36% cite measurement as the top barrier to non-standard CTV investment.

OpenGlass's pause ad inventory has already demonstrated strong baseline performance, delivering a 79% lower cost per store visit for Ulta Beauty relative to other streaming TV partners, and a 276% lift in QR code scans for Zales compared to prior campaigns. The Clinch integration adds real-time personalisation and cross-device attribution on top of that baseline.

Through the certification, advertisers can serve pause ad creatives that adapt in real time based on location, weather, time of day, audience segments, product availability, pricing, and behavioural signals. Clinch's CTV attribution links pause ad exposure to downstream actions on secondary devices, including QR code scans, site visits, and purchases, giving buyers closed-loop measurement of the format for the first time. Flight Control's reporting surfaces which creative elements and personalisation strategies drive the strongest outcomes, enabling continuous optimisation throughout the flight.

Campaigns are activated programmatically through PMP/Deal IDs within the advertiser's existing DSP, with full buyer control. Deal IDs can be provisioned within 24 hours.

Clinch's dynamic creative personalisation for OpenGlass pause ads is available immediately, with support for Home Screen and Livestream Overlay slated for a future release. Campaigns can be activated through OpenGlass Deal IDs on the advertiser's partnering DSP, or directly through the OpenGlass platform. For more information, contact sales@openglass.tv, or visit openglass.tv. 

To learn more about Clinch's creative personalisation capabilities, visit www.clinch.co.

Clinch

An AI-powered technology company that brings efficiency, productivity, and intelligence to omnichannel advertising. Its platform, Flight Control, streamlines and automates workflows for all campaign stakeholders, from creative production at scale, t...

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