Overview
The Trade Desk announced the availability of SKYDANCE Pause Ads on HBO Max and discovery+ in Italy. The new Connected TV (CTV) advertising format allows brands to engage viewers when they voluntarily pause content, creating a non-intrusive advertising opportunity within premium streaming environments.
Key Highlights
1. New Advertising Format
Pause Ads appear only when viewers pause the content they are watching. Unlike traditional commercial breaks, these ads do not interrupt the viewing experience.
2. Programmatic Access
The format is available through Programmatic Guaranteed deals on The Trade Desk platform, enabling advertisers and agencies to include Pause Ads in their Connected TV strategies using programmatic buying.
3. Strategic Partnership
The launch is made possible through a partnership between The Trade Desk and Skydance, providing advertisers with access to premium streaming inventory across HBO Max and discovery+. At launch, Pause Ads are available exclusively through The Trade Desk.
4. Impact on the Italian Market
The introduction of Pause Ads represents an important step for Italy’s Connected TV ecosystem, combining:
- Premium television-quality content
- Programmatic advertising capabilities
- Higher viewer visibility without content disruption
Executive Commentary
ngela Bersini, General Manager Italy at The Trade Desk, stated that advertisers are increasingly seeking formats that combine premium viewing environments, high-quality user experiences, and programmatic activation capabilities. The availability of Skydance Pause Ads provides brands with a new opportunity to engage audiences at highly visible moments without interrupting content.
Why It Matters
For advertisers:
- Access to premium streaming audiences
- Less intrusive ad experiences
- Stronger brand visibility during viewer engagement moments
- Programmatic purchasing and campaign management capabilities
For publishers:
- Additional monetization opportunities
- Maintenance of positive viewer experiences
- Enhanced value of premium streaming inventory .
Summary
The Trade Desk’s launch of Pause Ads in Italy expands its Connected TV advertising portfolio and strengthens its position in the growing CTV market. By enabling brands to reach audiences during natural pauses in content consumption, the company introduces a format designed to balance advertiser visibility with viewer experience.