The Trade Desk brings Skydance Pause Ads to HBO Max and discovery+ in Italy via programmatic buying.
Advertisers in Italy can now buy ads that appear when viewers pause HBO Max and discovery+, with The Trade Desk adding SKYDANCE Pause Ads to its Connected TV offering.
Announced in Milan on 13 October 2026, the format is available through Programmatic Guaranteed on The Trade Desk platform. At launch, The Trade Desk is the exclusive platform for buying Skydance Pause Ads through Programmatic Guaranteed.
Unlike traditional commercial breaks, Pause Ads activate when viewers choose to stop watching temporarily. The format gives brands a presence during that pause rather than interrupting the content itself.
The availability follows a strategic partnership between The Trade Desk and Skydance, allowing agencies and advertisers to include the format in their programmatic Connected TV campaigns.
"Connected TV continues to evolve rapidly, and advertisers are increasingly looking for formats that combine a high-quality viewing experience, premium environments and the ability to activate campaigns programmatically", said Angela Bersini, General Manager Italy at The Trade Desk. "The availability of Skydance Pause Ads on our platform marks another step forward in this direction, offering brands a new opportunity to engage audiences at a highly visible moment without interrupting the viewing experience. At the same time, it further strengthens our collaboration with Skydance and expands the options available to advertisers in the Italian CTV market."
Skydance is among the first major broadcasters to offer the format in Italy, according to the announcement. The companies said the launch responds to demand for advertising that combines premium television content with programmatic buying capabilities.
Luca Nicoli, VP Emea Adsupported services at Skydance also commented: "We’re happy to make pause Ads available programmatically with a key strategic partners such as The Trade Desk in Italy. Pause ad is one the most successful and appreciated formats by our clients on HBO Max and discovery+ as it offers an impactful and seamlessly integrated ad experience when a viewer decides to take a break"
The addition forms part of The Trade Desk’s broader effort to expand advertisers’ access to inventory and advertising formats across Connected TV and the Open Internet.
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