Streaming television services DIRECTV and Fubo now offer a 'pause ads' feature, introduced by Magnite.

Connected television (CTV) advertising is on the rise, with industry projections indicating that spending will reach $33.35 billion in 2025. Budgets are expected to double from 14% in 2023 to 28% in 2025. This growth is driven by innovative solutions like Magnite's Pause Ads, which are transforming the way advertisers engage with viewers.

Key Milestones in Magnite's Journey

Magnite's journey began in February 2022, when Discovery partnered with the company for CTV monetization. This was followed by Goldbach's integration of Magnite's streaming SSP and SpringServe ad server for omnichannel advertising on December 5, 2023.

In May 2024, Fubo introduced innovative CTV ad units including pause ads, interactive ads, and marquee placements. By July 2025, Dentsu expanded its partnership with Magnite for CTV advertising, deploying the SpringServe platform across EMEA markets.

The Launch of Pause Ads

Magnite announced the rollout of Pause Ads across leading streaming providers in a significant move. The streaming providers that have so far chosen to use Magnite's pause advertising are DirecTV, Dish Media, and Fubo.

The format extends beyond traditional pre-roll or mid-roll placements by capitalizing on moments when viewers actively engage with their content through pause interactions. Pause Ads appear when users pause streaming content and offer contextually relevant advertising during natural breaks in viewing. They are non-disruptive and disappear when playback resumes, providing seamlessly integrated opportunities to engage with viewers.

Addressing Operational Challenges

The technical implementation of Pause Ads addresses operational challenges faced by streaming advertising technology. Magnite's SpringServe platform addresses common operational challenges including complex workflow management, inconsistent reporting across platforms, and fragmented inventory access.

Financial Success and Expansion

Magnite's strategic moves have led to financial success. In Q3 2024, the company reported contribution excluding traffic acquisition costs of $149.4 million, representing 12% year-over-year growth. The streaming providers drove a 23% year-over-year increase in CTV contribution during the same period.

In November 2024, Magnite reported strong Q3 results driven by 23% year-over-year CTV growth. By July 2025, Magnite dominated the CTV market with 99% supply coverage, maintaining a 24% lead over its closest competitor.

Magnite maintains relationships with major streaming platforms including Netflix, Disney, Roku, and Warner Bros. Discovery. The company also announced the expansion of advertising solutions with Pause Ads across DIRECTV, DISH Media, and Fubo in August 2025.

Partnerships and Mergers

In May 2025, Magnite announced a merger of its ad server with SSP technology in streaming play. The company also announced a partnership for automation in CTV and online video buying with Mediaocean in March 2024.

In July 2025, Wunderkind launched programmatic CTV pause ads with a reported 79% cost reduction. Samsung Ads and Magnite expanded their partnership to enhance audience addressability in streaming television in April 2025.

Netflix opened its ad inventory to programmatic partners including The Trade Desk, Google DV360, and Magnite in May 2024. Paramount Australia partnered with Magnite for programmatic streaming ads access in July 2025.

As connected television continues to grow, Magnite's innovative solutions are leading the way, offering advertisers effective and engaging ways to reach viewers in the digital age.