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These ads will be available within live, video on-demand and DVR programming.

AT&T’s ad company, Xandr, is launching dynamic ad units called Pause Ads. These are developed to deliver improved experiences to consumers across traditional and connected TV channels. They will complement the viewing experience as consumers will view ads only when they’ve paused the content they’re watching.

This makes the ad format high-value and brand-safe. Enabled across cable, broadcast and premium networks, pause ads will be available within live, video-on-demand and DVR programming.

Pause ads are beneficial for advertisers as they deliver relevant messages to audiences depending on user-initiated behaviour, irrespective of what they’re watching. These ads are now available with advertising partners like AT&T Mobility, EPIX, STARZ across AT&T TV NOW and select DIRECTV homes.

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