automation

Idle Moments, Active Auctions: Designing CTV Pause Ad Supply for Transparency and Yield

A strategist’s blueprint for building transparent, privacy-safe, high-yield CTV pause ad supply that buyers can trust and viewers appreciate.

Idle Moments, Active Auctions: Designing CTV Pause Ad Supply for Transparency and Yield

Idle Moments, Active Auctions: Designing CTV Pause Ad Supply for Transparency and Yield

Connected TV has evolved from linear mimicry to a medium with its own grammar. Pause moments are one of the clearest examples. When a viewer hits pause, they signal attention without distraction and they linger on a static frame that can host clean, brand-safe messaging and even QR-driven actions. In other words, idle moments can power active auctions. Publishers and SSPs see the opportunity, yet buyers consistently ask the same questions: how is this inventory described in bid requests, how do I verify it is real, how is it measured across devices, and how do I compare performance to instream pods. The right answers unlock budgets and repeat spend. Wrong answers produce buyer skepticism, frequency bloat, and low win rates. This thought piece offers a concrete blueprint for designing CTV pause ad supply that maximizes transparency and yield without compromising viewer trust. It blends pragmatic implementation detail with a market view informed by emerging standards, buyer expectations, and the practical constraints of CTV platforms. We will focus on supply side considerations with a privacy-by-design lens and with clear operational guidance for SSPs and publishers building pause formats into their marketplaces.

Why pause ads, why now

Pause ad experiences have moved from experiments to front-page product announcements. Major platforms have introduced or expanded pause experiences on CTV, positioning them among CTV-first formats alongside 30 second non-skippable units and shoppable overlays. Google has specifically highlighted pause experiences on YouTube for CTV as part of a broader streaming redesign for viewers and advertisers (Google, “YouTube is redesigning the streaming experience,” blog.google, accessed Nov 12, 2025: https://blog.google/products/ads-commerce/youtube-is-redesigning-the-streaming-experience-for-viewers-and-advertisers/). Industry bodies and trade media have also turned attention to format standardization. IAB Tech Lab has begun initiatives to normalize emerging CTV formats like pause, overlays, and shoppable experiences with the stated goal of reducing friction in campaign execution and measurement across devices and apps (IAB Tech Lab, “Ad Format Hero initiative,” iabtechlab.com, accessed Nov 12, 2025: https://iabtechlab.com/press-releases/iab-tech-lab-launches-ad-format-hero-initiative-to-standardize-emerging-ctv-ad-formats/). Trade coverage reinforces the need for consistent signals around new CTV formats to unlock scaled spend and reduce waste in setup, QA, and reporting (AdExchanger coverage, accessed Nov 12, 2025: https://www.adexchanger.com/ctv-roundup/iab-tech-lab-says-advertisers-are-excited-about-pause-ads-but-are-users/). Buyers are leaning into performance-driven digital video, and pause ads align with that shift. IAB’s 2024 Video Ad Spend report points to rising budgets favoring measurable outcomes in digital video, heightening pressure on supply to prove incremental results and clean measurement (IAB, “2024 Digital Video Ad Spend & Strategy Report,” accessed Nov 12, 2025: https://www.iab.com/wp-content/uploads/2024/07/2024_IAB_Video_Ad_Spend_Report_July_2024.pdf). Pause moments create a natural testbed for outcomes like QR engagement, site visits, and store locator interactions commonly associated with high-intent video placements. What makes pause inventory uniquely interesting for the sell side:

  • User initiated attention: The viewer explicitly triggers pause. It reduces interruption complaints because the experience is opt-in to a moment of stillness.
  • Stable canvas for creative: Static or gently animated creative, large surface area, high legibility, and natural fit for QR codes without the time pressure of a short instream impression.
  • Lower ad load without pod complexity: A single unit replacing a blank pause screen can increase yield without adding to pod density or cognitive load in content.
  • Cross-format complement: Pause can complement podded instream, banners, interactive overlays, and sponsor slates - but needs careful frequency governance to avoid cumulative overload.

The opportunity is real. The challenge is creating inventory descriptions, transparency signals, and measurement pathways buyers recognize across platforms and devices, then activating pricing strategies that reflect true value without degrading user experience.

Designing transparent supply buyers can trust

Trust is the currency of programmatic CTV. Buyers will not scale spend into inventory they cannot verify. The good news: the existing toolkit around ads.txt, app-ads.txt, sellers.json, and OpenRTB’s SupplyChain object already covers most of what is needed for pause ads. What is required is explicit and consistent usage.

Start with basic supply chain hygiene

Pause ads should never live in a gray zone with inconsistent declarations. Enforce the same transparency baseline you do for instream video.

  • App-ads.txt: Ensure the streaming app domain’s app-ads.txt includes all authorized SSP partners. For multi-brand distribution, synchronize entries across variants.
  • Sellers.json: SSPs and exchanges must list the publisher entity and account relationships, marking direct vs reseller status.
  • OpenRTB schain: Every bid request carrying a pause opportunity should include a complete SupplyChain object reflecting the actual transaction path.

Example app-ads.txt entries for a CTV app domain:

# app-ads.txt for ctvpublisher.example
magnite.com, 12345, DIRECT, 0bfd66d529a55807
google.com, pub-987654321, RESELLER, f08c47fec0942fa0
indexexchange.com, 6789, DIRECT

Example sellers.json snippet on the SSP side:

{
"seller_id": "12345",
"name": "CTV Publisher Group LLC",
"domain": "ctvpublisher.example",
"seller_type": "PUBLISHER",
"is_confidential": 0
}

These artifacts are not optional for pause. They are preconditions for scaled demand and an antidote to opaque replay or overlay abuse. See IAB Tech Lab guides for CTV programmatic best practices and ads.txt updates for app environments (IAB Tech Lab, CTV Programmatic Guide, accessed Nov 12, 2025: https://iabtechlab.com/standards/ctv-programmatic-guide/; IAB Tech Lab, ads.txt 1.1 Guide, accessed Nov 12, 2025: https://iabtechlab.com/wp-content/uploads/2022/04/Ads.txt-1.1-Implementation-Guide.pdf).

How to describe pause inventory in bid requests

There is not yet a single canonical field labeled pause across all implementations, which is why standardization efforts matter. Until then, the pragmatic approach is to combine consistent OpenRTB constructs with clearly documented extensions. Principles that help buyers interpret the signal consistently:

  • Do not mislabel as instream: Pause is a distinct placement. Buyers accept it for branding and commerce, but media plan controls depend on not blending it with mid-roll or pre-roll segments.
  • Use OpenRTB video and site/app context accurately: Provide app bundle, channel or content metadata, and device signals just as you do for instream placements.
  • Add an unambiguous custom extension: Signal that the impression is a pause experience and include relevant context about pause state and controls. Publish your ext schema to partners.

Below is a reasonable approach that uses OpenRTB 2.6 objects plus a well-defined ext block. The fields chosen mirror buyer decision needs without claiming non-existent standard fields.

{
"id": "req-789",
"app": {
"name": "CTV Publisher",
"bundle": "tv.ctvpublisher.app",
"storeurl": "https://tvappstore.example/ctvpublisher",
"publisher": { "id": "pub-12345", "name": "CTV Publisher Group" }
},
"device": {
"ifa": "00000000-0000-0000-0000-000000000000",
"os": "tvOS",
"ifa_type": "rida",
"ip": "8.8.8.8",
"dnt": 0
},
"user": {
"ext": { "consent": "cpra_optedout=0;gdpr=0" }
},
"source": {
"ext": {
"schain": {
"ver": "1.0",
"complete": 1,
"nodes": [
{ "asi": "magnite.com", "sid": "12345", "hp": 1 }
]
}
}
},
"imp": [
{
"id": "1",
"video": {
"w": 1920,
"h": 1080,
"mimes": ["image/jpeg", "image/png", "video/mp4"],
"protocols": [7, 8],
"placement": 1,
"playbackend": 3,
"ext": {
"creative_types": ["static_overlay", "light_animation"],
"qr_supported": true
}
},
"displaymanager": "SSAI",
"instl": 0,
"bidfloor": 8.50,
"bidfloorcur": "USD",
"ext": {
"rv_pause": {
"is_pause_ad": true,
"pause_start_ms": 531245,
"expected_min_dwell_ms": 15000,
"resume_event_fires": true,
"overlap_with_pod": false,
"sound": "off",
"user_initiated": true
}
}
}
]
}

Notes:

  • placement uses the common instream indicator because the rendering surface is the video canvas, not a web banner surface. The ext.rv_pause establishes the distinct experience. This is one of the areas where industry alignment is evolving. IAB Tech Lab’s ongoing CTV format standardization work will likely specify a clearer taxonomy for pause placement in the coming cycle (IAB Tech Lab, Ad Format Hero initiative, accessed Nov 12, 2025: https://iabtechlab.com/press-releases/iab-tech-lab-launches-ad-format-hero-initiative-to-standardize-emerging-ctv-ad-formats/).
  • playbackend of 3 can represent server-side ad insertion workflows where appropriate, with device and SSAI coordination on rendering.
  • The schema publishes pause-specific context buyers routinely ask for: expected dwell window, whether audio is off, and confirmation this is user initiated. If your exchange already uses a different ext path, the recommendation stands: document it clearly and keep it stable across publishers. For additional buyer comfort, host a schema page and changelog, and include versioning in the ext block.

    Rendering models and measurement pathways

    Pause experiences are rendered in two primary ways:

    • Client-side overlay: The app renders an overlay within the video player when a pause event fires, often using a static creative or lightly animated unit. This enables faster interaction telemetry and easier QR timing control, with consistency across devices where SDK integrations exist.
    • Server-side ad insertion: SSAI solutions stitch a pause frame asset when a pause heartbeat is detected and passes through a VAST response. This is simpler for legacy devices but can complicate per-device measurement and OMID coverage.

    Measurement consistency is a known buyer concern. The OM SDK for CTV has expanded across leading TV platforms, enabling third-party verification for viewability and exposure on many devices. As coverage grows, building pause measurement around OM SDK where available simplifies partner QA and brand safety attestations (IAB, “Expanded Coverage for OM SDK for CTV,” accessed Nov 12, 2025: https://www.iab.com/events/expanded-coverage-for-omsdk-for-ctv/; TVNewsCheck, device attestation support in OM SDK, accessed Nov 12, 2025: https://tvnewscheck.com/tech/article/iab-tech-lab-launches-device-attestation-support-in-open-measurement-sdk-to-combat-device-spoofing/). When OM SDK is not available on a device, design a deterministic fallback:

    • Viewable exposure timer: Count an exposure as viewable after a defined threshold on screen, for example 1 second continuous exposure with 100 percent pixel in-view on a static canvas.
    • QR attention proxy: Capture QR scans and click-outs as validated engagement proxies for performance reporting, always throttled and privacy safe.
    • Resume sentinel: Fire an immediate resume event to close the exposure window when content resumes.

    Event schema to log pause exposure consistently:

    {
"event_id": "evt-555",
"session_id": "sess-abc",
"user_initiated": true,
"pause_start_ts": "2025-11-12T05:59:06Z",
"pause_end_ts": "2025-11-12T05:59:24Z",
"exposure_ms": 18000,
"device_class": "CTV",
"os": "webOS",
"omid_supported": true,
"omid_viewable_ms": 16000,
"qr_scans": 3,
"clickthroughs": 0,
"ad_id": "adv-creative-123",
"brand_safety": {
"content_rating": "TV-14",
"genre": "Drama",
"live": false
}
}

    This event design supports consistent impression and viewability counting across client and server render paths, provides clear attribution windows for QR scans, and helps with cross-device comparability.

    Frequency governance without overreach

    Pause ads must complement the overall ad load, not secretly inflate it. Buyers and viewers will punish cumulative overload. Put pause governance into policy and code.

    • Global caps: Set a per-session and per-hour cap for pause exposures independent of podded ads.
    • Minimum gap: Enforce a minimum time or content-time gap between pause impressions.
    • Context rules: Exclude pause ads in sensitive contexts, e.g., kids profiles, news emergencies, or when content is on-screen menus or overlay UIs.
    • Do-not-advertise windows: If a user is rapidly pausing and resuming repeatedly within seconds, throttle impressions to avoid spammy outcomes.

    Pseudocode for frequency rules that blend session, time, and behavior control:

    if session.pause_impressions >= 3:
block("session_cap")
elif last_pause_ad_ts and now - last_pause_ad_ts < 300:
block("minimum_gap_300s")
elif profile.kids_mode or content.genre in ["News - Sensitive"]:
block("context_exclusion")
elif recent_pauses_in_last_60s > 2:
block("anti_spam_behavior")
else:
allow("eligible_for_pause_ad")

    Publishing these guardrails to buyers in onboarding materials will increase comfort and reduce awkward blocklist workarounds on the demand side.

    Pricing, floors, and packaging for pause supply

    Pause value varies by dwell time, content type, time of day, and device. Treat pricing like a function of attention probability rather than a static floor. Buyers will reward transparent rationale for higher floors. A simple dynamic floor strategy uses a blend of expected dwell and genre weighting:

    def dynamic_floor(base_floor, expected_dwell_ms, genre):
dwell_factor = min(expected_dwell_ms / 10000.0, 2.0)   # cap at 2x for 20s+
genre_multiplier = {
"Sports": 1.2,
"Drama": 1.1,
"Reality": 1.0,
"Kids": 0.9,
"News": 1.0
}.get(genre, 1.0)
return round(base_floor * dwell_factor * genre_multiplier, 2)
# Example:
# base_floor = 6.00 USD, 15s dwell in Drama -> 6 * 1.5 * 1.1 = 9.90

    Packaging strategies that resonate with buyers:

    • Pause-only PMPs: Curated deals that are explicitly pause inventory, by channel or genre, with public documentation of measurement and frequency policies.
    • Incremental attention bundles: Combine pause with sponsor slates and shoppable overlays that share QR creative and attribution models.
    • QR-ready packages: Creative QA services bundled with inventory for brands embracing QR, including safe-area design templates and pixel drop QA across devices.

    Document these offerings in your deal catalog. Buyers dislike hidden mixtures. Clear packaging accelerates testing and repeat buying.

    Creative specifications that reduce QA cycles

    Pause units are forgiving for brands and creative teams, but CTV device fragmentation can produce inconsistent render. A universal spec reduces support tickets and escalations. Recommended spec elements:

    • Canvas size: 1920x1080 baseline with safe zone margins 160px per side to account for overscan on legacy devices. Provide 1280x720 fallback.
    • Static first: Encourage PNG or high-quality JPEG for maximum device compatibility. Allow light MP4 animation under 5 MB.
    • QR placement: Bottom right or bottom left, 240x240 minimum, quiet zone 4 modules. Provide a short vanity URL fallback in case of failed scan.
    • Color and contrast: Minimum 4.5:1 contrast ratio for text. Avoid pure white where TVs boost whites aggressively.
    • Copy length: 8 words maximum headline, 6 words or fewer subcopy. Pause is a calm moment, not a reading assignment.

    Providing template files, pre-flight validation, and creative lint output to buyers can trim days off campaign launch time.

    Fraud controls and brand safety

    Any new surface invites new ways to exploit it, especially if demand heats up. Pause ads have specific risks:

    • Pause injection: Artificially generating frequent pauses to inflate inventory. Mitigate with behavior analytics and thresholds on per-session exposures.
    • Overlay obstruction: Other UI elements covering part of the ad, or split-screen states miscounted as full view. Mitigate with deterministic player state checks and OMID geometry when available.
    • Non-viewable device modes: Screensaver or low-power states should never count. Device APIs or remote-control event heartbeat can detect it.

    Brand safety and suitability should align with your instream controls. Provide category exclusions and channel-level controls for pause inventory. Where possible, pass content metadata fields that buyers already use in their brand safety stacks, including live flags and rating data.

    Privacy and regulatory alignment

    Pause is a user-initiated moment, but privacy obligations remain identical to the rest of your ad experience. Follow the same standard:

    • No PII: Never pass or store personal identifiers beyond permitted device advertising IDs, and respect user privacy settings.
    • Consent signals: Include relevant consent flags in bid requests and device-level ad limit signals where applicable.
    • Aggregate reporting: QR and site visit conversions should be reported aggregate or via privacy-safe clean room workflows, never with raw user linkage.

    These expectations are consistent with global privacy norms and industry guidance for CTV programmatic. Treat pause as another surface under the same compliance bar.

    SSAI vs client rendering - architectural choices

    You can deploy pause ads with SSAI, client overlays, or a hybrid. Each choice carries tradeoffs.

    • SSAI advantages: Simplified rendering across devices, consistent asset handling, and unified ad stitching pipeline.
    • SSAI risks: Limited OM SDK coverage, potential latency or stitching artifacts on pause-resume, and more complex QR interaction measurements.
    • Client overlay advantages: Flexible creative, faster telemetry, OMID support where available, and immediate resume event closure.
    • Client overlay risks: Device fragmentation, additional QA surface, and increased SDK upkeep burden.

    A hybrid is often pragmatic. Use client overlays on high-coverage OM SDK devices with standardized measurement. Fall back to SSAI overlays for long tail devices where your app cannot reliably render the overlay. Keep both paths aligned with consistent measurement and reporting semantics to reduce buyer confusion.

    Putting it all together - an SSP and publisher blueprint

    Here is a practical blueprint to launch pause supply that both maximizes yield and reads as trustworthy to sophisticated buyers.

    Inventory classification

    • Tagging: Create a dedicated inventory class for pause. Use explicit signals in OpenRTB via an ext block and deal level nomenclature that includes pause in the name.
    • Coverage map: Maintain a device-platform coverage table indicating OMID support, SSAI vs client overlay, QR support, and any layout constraints.
    • Policy: Publish viewer safeguards and maximum exposure policy to reassure buyers and align with internal brand safety commitments.

    Auction and pacing

    • Dynamic floors: Use the dwell and genre model as described. Calibrate by channel and time of day. Update weekly to avoid buyer whiplash.
    • Deal strategy: Offer pause-only curated PMPs by channel or genre, plus network-level auctions with distinct pause identifiers, not blended with podded instream.
    • Traffic shaping: If pause demand is thin at first, use pacing to avoid viewer overexposure to house creatives. Better to leave some pause moments empty than to erode trust with repetition.

    Measurement and reporting

    • OM SDK first: Where supported, pass OMID signals and verification partners through the ad server and SSAI stack.
    • Engagement metrics: Expose pause-specific dwell bands and QR scans in reporting. Buyers will test conversion rates relative to instream.
    • Third-party validation: Pre-integrate a single verification option per device class when possible to keep activation simple for buyers that require it.

    Data pipeline considerations

    Gathering and emitting the right signals is half the battle. The other half is making them analyzable without drowning your teams or your buyers in inconsistent data. A compact schema for pause metrics in your warehouse:

    CREATE TABLE ctv_pause_impressions (
imp_id STRING,
session_id STRING,
ts TIMESTAMP,
app_bundle STRING,
channel_id STRING,
content_id STRING,
genre STRING,
live BOOL,
device_os STRING,
device_make STRING,
device_model STRING,
omid_supported BOOL,
exposure_ms INT64,
qr_scans INT64,
clicks INT64,
resume_ts TIMESTAMP,
creative_id STRING,
demand_source STRING,
deal_id STRING,
floor_usd NUMERIC,
clearing_price_usd NUMERIC
);

    Example query to produce buyer-friendly reporting:

    SELECT
deal_id,
COUNT(*) AS impressions,
AVG(exposure_ms) AS avg_exposure_ms,
SUM(qr_scans) / NULLIF(COUNT(*),0) AS scans_per_imp,
SUM(clicks) / NULLIF(COUNT(*),0) AS clicks_per_imp,
AVG(clearing_price_usd) AS avg_cpm_usd,
SUM(clearing_price_usd) AS total_revenue_usd
FROM ctv_pause_impressions
WHERE ts >= TIMESTAMP_SUB(CURRENT_TIMESTAMP(), INTERVAL 30 DAY)
GROUP BY deal_id
ORDER BY total_revenue_usd DESC;

    The same approach can power your dynamic floor calibration job, validation dashboards, and ad ops anomaly detection for pause cadence and behavior patterns.

    Buyer onboarding and GTM playbook

    Pause ads are still novel to many teams planning CTV. Make adoption easy with an intentional GTM motion.

    • Education kit: One page that defines pause, lists device coverage, measurement options, frequency policy, and standard creative spec. Include sample reporting screenshots.
    • Fast-start PMP: Offer a simple, modestly priced test deal with at least two channels and documented QR outcomes measurement. Provide creative QA help.
    • Results workshop: After the first two weeks, sit with the buyer to compare pause performance against mid-roll instream. Frame a plan to scale or refine.

    Pair this with stringent supply transparency defaults. Use your ads.txt, sellers.json, and schain health to win the trust conversation on slide one. IAB’s sellers.json and SupplyChain object are proven trust enablers in programmatic supply and should be table stakes for pause as well (MarTech.org, “IAB Tech Lab releases new specs for ad seller transparency,” accessed Nov 12, 2025: https://martech.org/iab-tech-lab-releases-new-specs-for-ad-seller-transparency-sellers-json-and-supplychain-object/).

    Standards alignment - where it is and where it is going

    A few standards efforts and vendor documents provide useful context for pause implementation detail and how to communicate with buyers:

    • OpenRTB 2.6 improvements: New fields and guidance help with ad podding and streaming contexts. While pause is not explicitly a top-level enum across all stacks, the spec’s flexibility and ext patterns support consistent implementation. Industry overviews from exchanges and trade groups explain the practical buyer-side benefits in CTV planning and pacing (Magnite, OpenRTB CTV bidder spec help page, accessed Nov 12, 2025: https://help.magnite.com/help/openrtb-specification; IAB Australia summary, accessed Nov 12, 2025: https://iabaustralia.com.au/summary-of-recent-updates-to-industry-standards/).
    • VAST evolution: VAST 4.x continues to improve support for server-side workflows and measurement signals, which impacts SSAI-based pause experiences and verification options. Track Tech Lab updates to VAST CTV addenda and SIMID improvements that simplify CTV video campaign execution at scale (IAB Tech Lab release updates and coverage, accessed Nov 12, 2025: https://www.prnewswire.com/news-releases/iab-tech-lab-releases-updates-to-simid-1-2-and-vast-4-3-for-public-comment-301629986.html).
    • Open Measurement SDK for CTV: OM SDK’s CTV expansion across major OEMs is the clearest path to consistent viewability and exposure verification. Keep a device coverage map and be transparent with buyers about verification options by device class (IAB, OM SDK CTV coverage updates, accessed Nov 12, 2025: https://www.iab.com/events/expanded-coverage-for-omsdk-for-ctv/; IAB Tech Lab measurement blog roll, accessed Nov 12, 2025: https://iabtechlab.com/category/audio-video/page/2/).
    • Emerging format standardization: IAB Tech Lab’s Ad Format Hero initiative explicitly names pause and overlay formats as targets for normalization in 2024-2025. Align your internal ext schema to the terminology coming from this work to minimize migration friction later (IAB Tech Lab initiative page, accessed Nov 12, 2025: https://iabtechlab.com/press-releases/iab-tech-lab-launches-ad-format-hero-initiative-to-standardize-emerging-ctv-ad-formats/).

    A practical takeaway for SSPs and publishers: use ext consistently today, document it publicly, and prepare to map your ext to any forthcoming standard pause enum or placement flag as soon as it lands. Early movers who are transparent about their mapping win buyer confidence.

    KPIs that matter

    Pause inventory should be held to outcome expectations appropriate for the format. Make sure your dashboards tell the story buyers need. Core metrics to monitor and share:

    • Impressions by dwell band: Sub 5 seconds, 5 to 10 seconds, 10 to 20 seconds, 20 seconds plus. Dwell stratification is more revealing than average dwell.
    • QR scans per impression: The signature metric for pause, with scan latency distribution to inform creative and call-to-action placement.
    • Viewable exposure rate: Using OMID where available or your deterministic fallback thresholds.
    • Resume time bias: How frequently ads are cut short by resume within the first 3 to 5 seconds. If too often, adjust floors and dwell expectations.
    • Frequency adherence: Violation rates for your own policy. Zero tolerance for exceeding caps builds trust.
    • Revenue per session: Lift from pause relative to baseline instream-only sessions, controlling for content and daypart.

    Share these in buyer QBRs for pause programs. Do not overload with device fragmentation detail unless it directly affects outcomes. Boil it down to attention, action, and yield.

    Common pitfalls and how to avoid them

    Based on patterns we have seen across the market, here are the mistakes that slow adoption and depress yield:

    • Blending pause with pod: Hiding pause within instream lines on media plans makes pacing chaotic and undermines learning. Keep it separate with named deals and accurate targeting.
    • Omitting supply chain declarations: Missing app-ads.txt lines, incomplete sellers.json, or inconsistent schain nodes push buyers to default to no. Treat documentation as inventory enablers, not chores.
    • Under-investing in creative QA: Poor QR legibility or off-screen overlays on some device classes fuel campaign pauses and refunds. Create templates, publish a matrix of pass-fail results, and offer pre-flight checks.
    • Over-filling: Delivering a pause ad at every pause event may maximize short-term impression count, but it exhausts buyer patience and erodes viewer experience. Respect your own caps religiously.
    • Opaque measurement: If OMID is not available, do not imply it is. Provide clear fallback methodology and align it to buyer expectations up front.

    What this means for Red Volcano customers

    Red Volcano focuses on helping SSPs and publisher teams discover, validate, and package supply with confidence across web, app, and CTV. Pause ads are a natural extension of our mission to strengthen intelligence that drives acquisition, retention, and expansion. How we can help your pause strategy:

    • Magma Web inventory intelligence: Map where pause experiences are supported across publisher apps and channels, including transparency health scores for ads.txt, app-ads.txt, and sellers.json.
    • CTV technology tracking: Identify which apps and devices support OM SDK for CTV, which SSAI stacks are in play, and where client overlays can be safely enabled.
    • Deal packaging insights: Surface channel clusters where pause dwell and QR engagement outperform, guiding PMP construction and floor calibration.
    • Seller onboarding QA: Automated checks for app-ads.txt completeness, sellers.json accuracy, and schain consistency on live traffic, with alerts and remediation guidance.
    • SDK intelligence for mobile and TV: Correlate device coverage with SDK presence to prioritize engineering investments in client overlays versus SSAI fallback.

    The goal is simple: help supply teams prove pause inventory is transparent, measurable, and effective so that buyers scale it with confidence.

    Conclusion - pause is premium when it is honest

    Pause ads work best when they are treated as their own thing. They are not mid-rolls. They are not banners. They are a calm, user-initiated attention moment that can deliver outsized outcomes when packaged transparently and measured consistently. For the sell side, the practical path is clear. Anchor pause in your existing supply chain transparency foundation. Use explicit, documented signals to describe the format in bid requests. Prioritize OM SDK measurement where available, and be honest about fallbacks where it is not. Set floors that reflect attention probabilities, not wishful thinking. And keep the viewer’s experience safe with strict frequency and context rules. Do these things, and idle moments can power active auctions that buyers trust and renew. Do them early, and you will be well positioned as standards converge and budgets follow suit.

    References

  • Google Ads & Commerce Blog, “YouTube is redesigning the streaming experience for viewers and advertisers,” accessed Nov 12, 2025: https://blog.google/products/ads-commerce/youtube-is-redesigning-the-streaming-experience-for-viewers-and-advertisers/
  • IAB Tech Lab, “Ad Format Hero initiative to standardize emerging CTV ad formats,” accessed Nov 12, 2025: https://iabtechlab.com/press-releases/iab-tech-lab-launches-ad-format-hero-initiative-to-standardize-emerging-ctv-ad-formats/
  • AdExchanger, “IAB Tech Lab says advertisers are excited about pause ads,” accessed Nov 12, 2025: https://www.adexchanger.com/ctv-roundup/iab-tech-lab-says-advertisers-are-excited-about-pause-ads-but-are-users/
  • IAB, “2024 Digital Video Ad Spend & Strategy Report,” accessed Nov 12, 2025: https://www.iab.com/wp-content/uploads/2024/07/2024_IAB_Video_Ad_Spend_Report_July_2024.pdf
  • IAB Tech Lab, “CTV Programmatic Guide,” accessed Nov 12, 2025: https://iabtechlab.com/standards/ctv-programmatic-guide/
  • IAB Tech Lab, “ads.txt 1.1 Implementation Guide,” accessed Nov 12, 2025: https://iabtechlab.com/wp-content/uploads/2022/04/Ads.txt-1.1-Implementation-Guide.pdf
  • Magnite, “Streaming OpenRTB Specification for Bidders,” accessed Nov 12, 2025: https://help.magnite.com/help/openrtb-specification
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