Matthew Van Houten

Magnite is making a play for pause ads. On Tuesday, the advertising platform announced the introduction of pause ads into its SSP.

The future of TV is addressable, meaning one-to-one ad targeting to a device, across not just CTV but also linear inventory. Yet still, addressable TV remains a small piece of media buying, which the industry addressed at Paramount’s Addressable Now summit in New York City on Tuesday.