Does discussion of programmatic pause ads still outweigh the actual advertiser adoption of the format?
One point against wider adoption is the lack of a standardized way to buy pause ads across streamers and ad sellers.
The IAB Tech Lab began an initiative last year to standardize programmatic signals for new streaming TV ad formats, such as pause ads, in-scene ads and smart TV home screen placements. The IAB Tech Lab collected public comments through early June and is currently reviewing the feedback with the working groups involved. The updates should roll out later this month.
Meanwhile, many brands are eager to add pause ads to their repertoire. Take Fiskars, a Finnish company that makes garden tools, such as weeders and shears. For Fiskars, pause ads represent an enticing opportunity for the brand to build awareness for new products, including a new line of electric-powered tools it launched earlier this year, Kevin Goy Ramos, senior manager of media and advanced media tech solutions at Fiskars Group, told AdExchanger. (Fiskars Group is the parent company, which also has other lifestyle and luxury brands.)
But the brand has not actually purchased any pause ads yet, Ramos added. First, Fiskars needs the flexibility, scale and measurement that it expects of programmatic pipes.
