Nexxen Expands Programmatic Access to High-Attention Pause Ads
by on 15th Sep 2026 in News
Nexxen, the advertising technology platform powered by unique data and media, today (15th September, 2026) announced that pause ads are now available to be transacted programmatically through its supply-side platform ("SSP"), Nexxen SSP. Enabling buy-side access from its demand-side platform ("DSP"), Nexxen DSP – as well as other leading DSPs, such as Simpli.fi – this expansion makes high-impact connected TV ("CTV") formats more actionable and scalable across the ecosystem.
Pause ads – non-intrusive, high-attention placements that appear when viewers pause content – have emerged as one of CTV’s most effective native formats; per eMarketer, audiences spanning generations prefer pause ads to frozen screens. Through partnerships with premium streaming publishers, including DIRECTV Advertising and Philo, advertisers can now activate these ads via streamlined, programmatic workflows within the Nexxen SSP. By opening this inventory to the Nexxen DSP as well as approved, third-party demand-side partners, including Simpli.fi, Nexxen is helping buyers access premium pause inventory within their existing platforms, reducing friction, and expanding reach.
"When a viewer pauses content, they’re not tuning out, they’re leaning in – creating an opportunity for brands to show up natively and meaningfully, just as they do with Nexxen TV Home Screen units," said Kara Puccinelli, chief commercial officer, Nexxen. "By making pause inventory available and accessible, we’re enabling buyers to activate these premium formats within the workflows they already use, driving measurable impact in environments where audiences are fully engaged."
"Pause ads have quickly become one of streaming's most impactful formats," said Aulden Kaye Yi, head of advertising partnerships, Philo. "We're proud to partner with Nexxen to make Philo's premium pause inventory programmatically accessible, giving advertisers a seamless path to activate at scale."
"Pause ads have evolved into a vital CTV strategy for brands seeking high-impact, locally relevant messaging. By bringing Nexxen’s pause inventory into the Simpli.fi platform, we’re enabling our clients to access premium inventory at scale while providing the experience they need to drive campaign performance," said Michael Schoen, chief product and technology officer, Simpli.fi. "It’s another way Simpli.fi connects digital intent to real-world action, not only empowering brands to reach consumers in the moment, but allowing them to drive real business outcomes."
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