Xandr Launches Pause Ads
7.1.2020 20:00:00 EET | Business Wire | Press release
Xandr, AT&T’s advertising company, has announced the launch of Pause Ads, dynamic ad units designed to create a better experience for consumers across traditional and connected TV channels.
These high-value, brand-safe ad formats complement, rather than disrupt, the viewing experience by leveraging the native functionality of the “pause” button, since consumers only see the ads when they take a break from the content they’re watching.
“Our findings indicate that consumers aren’t anti-advertising. They’re pro-content, as long as it’s relevant and non-disruptive to them,” said Matt Van Houten, SVP of Product Development for Xandr. “When we conducted research for Xandr’s Relevance Report, we found that 73% of consumers surveyed dislike ads that interrupt what they’re doing; therefore, Pause Ads are very much about the right message at the right time.”
Xandr’s Pause Ads are enabled within live, video on-demand and DVR programming across cable, broadcast and premium networks on both digital and satellite, so advertisers can reach engaged, lean-back audiences in brand-safe viewing environments. Because Pause Ads aren’t tied to standard, 15 or 30-second pods, brands have more opportunities to reach their audiences with relevant advertising in a non-intrusive way.
Benefits For Clients And Consumers
Pause Ads are available today with beta advertising partners including AT&T Mobility, EPIX and STARZ across AT&T TV NOW and select DIRECTV households.
Pause Ads offer benefits to both consumers and advertisers. Pause Ads are delivered in a way that adapts to the consumer experience by finding the times when they are more receptive to a brand’s message. For advertisers, Pause Ads provide:
- Relevant messages delivered to audiences based on user-initiated behavior, regardless of what they’re watching
- Premium, brand-safe, cohesive ad experience across TV and digital
- New, innovative ways for advertisers to distribute customizable creative and connect with consumers outside of standard in-stream commercial breaks
- Animated formats without sound that are visually engaging, while remaining respectful of the viewer
By matching the format of Pause Ads to the functionality of the TV viewing experience, these ad units encourage viewability since pause ads render only when a consumer hits pause to take a break from their program and when they resume content.
About Xandr
Xandr is AT&T’s advertising company and a leader in addressable TV, creating a better solution for advertisers and media companies. Xandr Invest and Xandr Monetize, our strategic platforms built on more than a decade of AppNexus’ innovation, optimize media spend across screens for buyers and sellers alike. Community, powered by Xandr, is a curated marketplace of premium publishers, providing access to unique consumer insights in a brand-safe environment. For more than 143 years, AT&T has used data and technology to inform and improve the consumer experience.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20200107005780/en/
Contact information
Media:
Kelly Liyakasa, kelly.liyakasa@xandr.com, 347-224-1096
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Svante and Integrated Packaging Company Advance U.S. Biogenic CDR Project to Feasibility10.3.2026 15:57:00 EET | Press release
Svante Technologies Inc. (“Svante”) announced today that its bioenergy with carbon capture and storage (BECCS) project at a paper mill in the Southeast U.S. has progressed to the feasibility study phase. The project is being developed in partnership with an integrated sustainable packaging company, following an extensive screening and pre-feasibility study conducted across several of the partner’s mills. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260310319382/en/ During the feasibility study phase, the companies will complete further engineering and design activities, cost and schedule estimates, and risk assessments required to evaluate commercial viability ahead of a future engineering study leading to final investment decision (FID). Svante’s subsidiary, Svante Development Inc., is co-investing in this phase with the mill owner. The project is designed to capture and permanently store more than 500,000 tonnes per year
Forbes 40th Annual World’s Billionaires List10.3.2026 15:43:00 EET | Press release
Forbes releases its 40th-annual World’s Billionaireslist, the definitive ranking of the planet’s richest people. Wealth surged to unprecedented levels over the past year, with fortunes climbing at a record pace. This year’s list features 3,428 billionaires, the most since the list’s inception in 1987. The world’s wealthiest people are worth a record $20.1 trillion combined, up from $16.1 trillion in 2025. Elon Musktops the Billionaires list for the second year in a row and is the richest person ever recorded, worth an estimated $839 billion. His net worth skyrocketed by half of a trillion dollars from last year, thanks to a rise in the value of Tesla, and SpaceX which is aiming to go public in 2026. Musk is the first person ever recorded to reach the $800 billion mark, as he moves toward becoming the world’s first trillionaire. “It’s the year of the billionaire,” said Chase Peterson-Withorn, Forbes Senior Editor, Wealth. “The planet added more than one billionaire per day over the past
Andersen Global Expands African Presence with Addition of Bravura10.3.2026 15:30:00 EET | Press release
Andersen Global strengthens its presence in Africa through a Collaboration Agreement with Bravura, a leading independent tax and financial advisory firm based in South Africa and Namibia. Founded in 1999, Bravura provides tax and financial advisory solutions to listed and private companies, entrepreneurs, and high-net-worth families across the region. Bravura combines deep financial expertise with an entrepreneurial mindset to deliver tailored strategies that drive value. The firm’s multidisciplinary team provides advisory services in mergers and acquisitions, capital raising, corporate restructuring, and succession planning. Additionally, the firm offers tax and accounting strategy, international tax structuring, global mobility, and exchange control compliance solutions. “At Bravura, we’re driven to redefine standards and deliver bespoke, results-driven solutions that create lasting value for our clients,” said Ian Matthews, head of business development at Bravura. “Our collaboration
Adtran sets intra-data center benchmark with all-new ultra-low-power LiteWave800™ LPO module10.3.2026 15:00:00 EET | Press release
Adtran today launched LiteWave800™, an ultra‑low‑power 800Gbit/s DR8 linear pluggable optics (LPO) module engineered to help data centers address the power, latency, thermal and bandwidth demands of modern AI and machine-learning (ML) workloads. As GPU clusters grow and short-reach links scale across dense server racks, operators need 800Gbit/s optics that deliver higher capacity within strict power and cooling limits. LiteWave800™ answers this challenge with a fully re-engineered architecture that significantly reduces energy consumption. Operating at just 1pJ/bit and consuming only 0.8W, it establishes a new power class for 800Gbit/s optics, delivering far lower energy per bit than today’s first‑generation LPOs and mainstream DSP-based pluggable transceivers. Adtran will showcase LiteWave800™ at OFC 2026 in Los Angeles from March 17 to 19. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260310344607/en/ Adtran's LiteWave800
Verifone and Thales Unlock Seamless Global Connectivity for Payment Terminals10.3.2026 15:00:00 EET | Press release
At the core of this partnership is Thales’s leadership in eSIM management for large-scale connected devices, enabling remote connectivity provisioning and management, in line with the latest GSMA SGP.32 IoT specifications. These standards support secure and interoperable management of connectivity profiles, making it possible to deploy devices globally while maintaining full control over connectivity choices at local level. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260310957492/en/ Thales today announced a partnership with Verifone, a global leader in payment terminal solutions, to connect Verifone’s next-generation point-of-sale (POS) terminals using Thales eSIM technology. For Verifone, this approach transforms manufacturing and logistics. Devices can be produced in a single, standardized configuration, shipped anywhere in the world, and activated remotely once deployed. This streamlines supply chains, accelerates tim
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom