Fubo has now launched the availability of programmatic pause ads on its Connected TV (CTV) platform. According to Fubo, it is now the first CTV platform to offer this type of ad format.
Pause ads are not new to Fubo, as the company launched this ad type, ads that appear on the screen when content is paused, last year.
The introduction of pause ads was part of a major push into the interactive ad market that also included the launch of Enhanced Banner Ads, Interactive Ads, and Marquee content sponsorships.
However, the availability of programmatic pause ads is expected to make the process of buying and delivering those ads even smoother in the future.
Unlike the pause ads already in use on Fubo, programmatic pause ads are entirely automated, relying on the use of technology to buy and serve the ads.
“The excitement around interactive ad formats like pause ads has only increased and now brands have more flexibility to activate against our robust lineup of live sports, news and entertainment content. Programmatic pause ads for CTV are a game changer and we’re eager to introduce them on our platform,” said Jennifer Hess, VP, global ad operations, Fubo.
In addition to streamlining the process of purchasing and delivering, programmatic pause ads are also expected to result in better data for advertisers, including more precise audience addressability and post-campaign analytics.
“Fubo’s launch of programmatic pause ads marks a meaningful step forward for innovation in CTV advertising,” said Chris Signore, group VP, business development, Magnite. “We’re proud to power this first-to-market opportunity with Fubo, helping brands drive deeper engagement during premium streaming moments.”
The launch of Fubo’s programmatic ads aren’t expected to replace traditional biddable pause ads. Instead, advertisers simply now have the option of choosing the solution that’s best for them.
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