PubMatic, dentsu launch next-gen CTV pause ads

PubMatic has announced that global agency network dentsu is the first to deploy comprehensive pause ad campaigns across its premium Connected TV (CTV) inventory. The move builds on PubMatic’s 50% year-over-year CTV growth and underscores its position as a key technology partner for next-generation advertising formats.

The first campaign features dentsu client Rabbits Black, promoting Briar Cliff Entertainment’s upcoming family film Stitch Head, which opens in theaters on October 29, 2025. The promotion utilizes DirecTV pause ads to showcase the movie in high-impact, non-disruptive moments, helping drive ticket awareness and purchase intent.

Dentsu pioneers next-gen CTV engagement

By activating pause advertising across PubMatic’s platform, dentsu becomes the first major agency to integrate the format at scale. Powered by PubMatic’s Activate technology, the campaigns deliver premium, brand-safe moments of attention — reaching audiences as they naturally pause content.

Rebekah Shalit, VP, Partnership, Platforms Lead, dentsu: “Pause ads represent a fundamental shift in how we approach premium CTV inventory. Our campaigns with PubMatic demonstrate pause advertising’s evolution from experimental format to strategic necessity.”

Advanced tools enhance campaign precision

PubMatic’s pause ad solution combines real-time behavioral data and contextual analysis to optimize campaign performance. Through Activate, agencies gain:

Optimized delivery: Algorithms analyze pause behavior and content context for peak engagement.

Contextual targeting: Dynamic use of genre, scheduling data, and pause timing to reach high-intent audiences.

Unified management: Integrated workflows allowing agencies to manage pause and traditional CTV campaigns side-by-side.

Industry innovation meets audience engagement

With CTV ad spend forecast by eMarketer to grow 15.8% in 2025 to $33.35 billion, pause advertising offers a valuable new avenue for marketers. Research from MAGNA and eMarketer indicates pause ads achieve 81% viewer attention and drive 51% post-viewing actions.

Nicole Scaglione, VP, CTV at PubMatic: “This collaboration with dentsu reflects our commitment to advertising innovation that benefits the entire ecosystem. Agencies gain access to high-performing inventory and strategic advantages, and viewers experience relevant, non-intrusive advertising.”

Pause ads available via PubMatic Activate

PubMatic’s pause ad capabilities are now live through its Activate platform and integrated programmatic ecosystem, supporting static and video formats across premium CTV partners. The dentsu partnership marks a pivotal step toward making pause ads a standard, scalable component of modern Connected TV strategies.

www.pubmatic.com

www.dentsu.com

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