New capability enables programmatic access to pause ad inventory from DIRECTV Advertising, Foxtel, Philo, and Plex through Index’s sell-side technology.
Index Exchange Inc. (Index), a globally trusted independent supply-side platform (SSP) powering intelligent decisioning, today announced that pause ads are now available programmatically across several leading streaming services, including DIRECTV, Foxtel, Philo, and Plex.
With this format, marketers can reach streaming audiences who are already highly engaged with the content they’re watching, while media owners gain a non-intrusive way to drive incremental value.
Pause ads appear when a viewer intentionally pauses the content they are watching, creating a full-screen, user-initiated moment that does not interrupt playback. Research from Magna Media Trials and DIRECTV Advertising found that 81% of viewers pause to stay engaged – whether to avoid missing a scene, rewatch a moment, or wait for someone else to join.
Pause ads are also gaining momentum as part of broader industry standardization efforts. Recent updates from the IAB Tech Lab introduce clearer specifications for non-linear formats such as pause and screensaver ads, helping to define how these experiences can be transacted programmatically with greater consistency. Index’s support for pause ads aligns with these evolving standards, enabling a more interoperable and scalable future for streaming formats.
“As media owners continue to evolve their streaming monetization strategies, pause ads represent a compelling opportunity to unlock incremental value while preserving a high-quality consumer experience,” said James Wilhite, vp of product at Index Exchange. “While the ecosystem is still early and execution remains largely manual today, our focus as an SSP is to help scale pause ads through greater simplicity, efficiency, automation, and standardization for both the sell-side and buy-side.”
“Marketers are prioritizing streaming environments that capture attention without disrupting the viewing experience,” said Susan Schiekofer, chief media officer, US, WPP Media. “Pause ads strike that balance — delivering a high-impact moment that aligns with how audiences naturally engage with content. With programmatic access through Index, we can layer in data-driven targeting and measurement, making it easier to test, scale, and integrate this format into broader streaming strategies.”
Pause ads have quickly become one of the most consistently supported non-linear formats in streaming. As momentum builds across the ecosystem, Index enables buyers to activate the format with confidence and gives media owners the flexibility to innovate—all while helping support the path toward future standardization and scaled programmatic demand.
“Making pause ads available programmatically through Index gives advertisers a way to engage audiences that feels natural and non-intrusive, while aligning with how viewers already interact with streaming content,” said Audrey Layman, head of ad sales and partnerships at Plex.
“We’re excited to bring Pause Ads to market in a way that simplifies the transaction and opens up this powerful format for many different types of advertisers to test, learn, and strengthen their relationship with our audience,” said Aulden Kaye Yi, head of advertising partnerships at Philo.
“Pause ads are changing how brands show up in premium streaming environments, from live sport through to lifestyle and drama, by activating in natural, user-initiated breaks where audiences are still fully engaged and the viewing experience is uninterrupted,” said Nev Hasan, chief sales officer of Foxtel Media. “As viewing habits continue to evolve, premium streaming environments are becoming increasingly important for reaching audiences when attention is at its peak.”
As streaming formats continue to evolve, Index remains focused on helping the industry transact emerging experiences more efficiently through interoperable, programmatic infrastructure.
