CREATIVE INNOVATION
THAT DELIVERS ATTENTION,
INTERACTION, AND OUTCOMES

Powered by AgenticOS to automate, optimize, and scale creative performance across every campaign.

A unified suite of interactive and performance-driven ad formats designed to help you choose, activate, and scale the right creative experiences across CTV, video, and mobile app environments.

Build to:
  • Drive measurable engagement and performance
  • Activate cross-platform to reach all audiences
  • Align creative formats directly to KPIs and performance objectives

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Pause Ads

Capture Attention in the Moments Viewers Choose to Pause

Pause Ads unlock a high-impact CTV placement that appears when streaming content is paused, providing moments where brands own the screen without interrupting the viewing experience. Pause Ads appear during a viewer-initiated pause, delivering:

  • 100% share of voice during a high-attention moment
  • Access to incremental reach across premium CTV inventory
  • A premium brand presence without disrupting content
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A Pause Ad Spotlight for a futuristic, animated movie, illustrating how entertainment brands use Connected TV (CTV) to drive engagement during viewing breaks.
Best for: Awareness & Consideration
Environment: CTV
Primary KPI: Attention, Recall, Second-Screen Action

Choose Your Pause Experience

Flexible creative options designed to match your campaign goals, from simple brand presence to animation and shoppable features.

Pause Ads

Spotlight

High-impact Brand Moment
  • Static or video creative
  • Full-screen CTV presence
  • Optional QR code for second-screen interaction

Best for:
Brand Awareness, Recall

A Pause Ad Spotlight for an animated film, demonstrating how entertainment brands use Connected TV (CTV) to drive ticket sales during natural breaks in viewing.
Pause Ads

Spotlight+

Elevated Visual Storytelling
  • Custom designed creative and/or light animation
  • Enhanced product or message emphasis
  • Optional QR code or CTA overlay

Best for:
Consideration, deeper product recall

A Pause Ad Spotlight Plus for a brand called GuardWrap, specializing in protective food wraps and foils. This advertisement is specifically designed for Connected TV (CTV) to engage viewers during a pause in their content.
Pause Ads

Gallery

Interactive Exploration
  • Animated product carousel
  • Highlight features, testimonials, SKUs, etc.
  • Shoppable QR code integration

Best for:
Retail, DTC, and performance-driven campaigns

A Pause Ad Gallery for a brand called CulinaryCRAFT, specifically promoting their "Performance Foils." This ad format is designed to appear on a Connected TV (CTV) screen when a viewer pauses their content, turning a moment of inactivity into a non-intrusive shopping and discovery experience.

Where You Can Run Pause Ads

Pause Ads are currently supported across select premium CTV publishers, including:

DirecTV logo
white Sling logo
Plex logo
Tubi logo
Philo logo
Xumo logo
White Univision logo
*inventory availability may vary by publisher

Interactive CTV Ads

Turn Passive Viewing into Active Engagement

Interactive CTV ads transform standard video spots into engaging experiences, allowing viewers to browse, scroll, select, and explore brands using their remote. Through PubMatic, brands can activate true interactive CTV formats at scale across premium streaming environments. PubMatic’s Interactive CTV Ads drive:

  • Higher-quality attention through remote-based interaction
  • Stronger brand recall and message reinforcement
  • Actionable engagement metrics beyond standard impressions
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A Gamified Interactive CTV (Connected TV) Advertisement for a brand called Synaptic Vision, which specializes in "Augmented Insights." It demonstrates a strategy to drive viewer engagement through real-time participation.
Best for: Consideration, Engagement, Action
Environment: CTV
Primary KPI: Engagement Rate, Time Spent, Clicks

Choose Your Interactive CTV Experience:

Flexible formats designed to match your campaign goals, from product exploration to dynamic personalization and gamified engagement.

Interactive CTV Ads

Gallery

Browse. Scroll. Discover.
  • Interactive carousels & shoppable product experiences
  • Showcase important product features
  • Auto-scroll options available

Best for:
Retail, Auto, Travel, CPG

An Interactive CTV (Connected TV) Gallery advertisement for a brand called Element Optics. It showcases how a television ad can function as a digital catalog, allowing viewers to browse products using their remote.
Interactive CTV Ads

Dynamic Signal

Personalized & Localized Messaging
  • Store locator & “Find Nearest” features
  • Geo-targeted creative & regional offers
  • Time-sensitive promotions & countdowns

Best for:
QSR, Retail, Finance, Local Campaigns

A Connected TV (CTV) advertisement for OpticFlow, a company specializing in "Curated Frames & Custom Lenses." The ad demonstrates a highly personalized, location-based marketing strategy.
Interactive CTV Ads

Gamified

Play. Guess, Participate.
  • Trivia & polls
  • Interactive quizzes
  • Game-based brand moments

Best for:
Entertainment, Sports, QSR

A Gamified Interactive CTV (Connected TV) advertisement for a brand called Visionary Frames & Lenses. Like the previous example, it uses an interactive trivia mechanic to capture viewer attention on a television screen.
Interactive CTV Ads

Enhanced Ads

Want Impact Without Full Interactivity?

Visually differentiated formats add animation and branded overlays to a standard CTV spot.

  • Branded overlays
  • Auto-scroll carousels
  • Auto-reveal trivia

Best for:
Upper-funnel impact at broader scale

A high-end automotive advertisement for Aura Motors, focusing on lifestyle integration and "smart" luxury.

Where You Can Run Pause Ads

Pause Ads are currently supported across select premium CTV publishers, including:

White Roku logo
white Sling logo
Plex logo
Logo - Future Today

Click-to-Cart

Unlock Shoppable Media Across the Open Internet

Click to Cart lets consumers add products directly to their shopping cart with a single click—bridging the gap between ad exposure and purchase intent. Built for performance and commerce-driven advertisers, this solution brings shoppable functionality to the open internet through OpenWrap SDK, connecting brands with purchase-ready audiences. Move Closer to Conversion:

  • Optimize towards tangible KPIs like add-to-cart rate and ROAS
  • Extend shoppable media to the open web
  • One click reduces the steps between consideration and purchase
  • Tap into high-quality, brand safe mobile environments through OpenWrap SDK’s premium publisher network
  • Access transparent reporting
Two mobile smartphone screens side-by-side, illustrating a seamless "click-to-cart" user experience for a luxury watch brand
Best for: Engagement, Action
Environment: Mobile App (Interstitial Video, Rewarded Video, Interstitial Display, MREC Video, MREC Display, Banner)
Primary KPI: Engagement Rate, Clicks

Engage to Close

Turn Attention into Action with Engage to Close

Engage to Close turns passive impressions into intent signals. Users must actively interact with the creative before closing, making every engagement a deliberate brand moment, not an accidental scroll. Delivered through OpenWrap SDK across premium mobile app inventory. Drive Meaningful Interaction:

  • Increases time spent and creative interaction by requiring user engagement to close the ad
  • Customize interaction mechanics to support awareness, consideration, or product exploration goals
  • Access high-quality mobile inventory through OpenWrap SDK integrations
  • Leverage performance reporting to measure engagement and impact
Two mobile smartphone screens illustrating interactive, playable ad mechanics that use engagement as a requirement to exit or finish the advertisement.
Best for: Attention, Engagement
Environment: Mobile App (Interstitial Display, End Cards of Interstitial and Rewarded Video)
Primary KPI: Engagement Rate, Interaction Time, Brand Recall

True Double End Cards

Double the Impact with True Double End Cards

True Double End Cards extend the traditional video end card into a sequential, two-card experience—offering additional space to reinforce messaging, highlight multiple products, or guide users through a staged call-to-action journey. Extend the Engagement Window:

  • Multiple chances for users to act
  • Use the second card to deepen storytelling or showcase additional offers
  • Guide users from awareness to action within one ad experience
  • Activate across premium OpenWrap SDK inventory with full performance visibility
Two mobile smartphone screens displaying different types of end cards for mobile game advertisements
Best for: Video Engagement, Multi-CTA Performance
Environment: Mobile App (Interstitial Video, Rewarded Video)
Primary KPI: Engagement Rate, Click-Through Rate, Conversion Rate

Skoverlay

Drive Seamless Installs & Conversions with SKOverlay

SKOverlay enables a persistent, interactive call-to-action overlay that appears within the app environment—allowing users to install an app or complete a conversion event without leaving their current experience. Convert Without Disruption:

  • Guide users directly from exposure to download without leaving the app
  • Non-intrusive overlay format preserves the integrity of the app session
  • Persistent CTA visibility increases likelihood of immediate response
  • Transparent reporting supports ROAS-driven optimization strategies
Various modern mobile advertising and e-commerce formats, focusing on interactive "shoppable" ads and gamified user experiences.
Best for: App Installs, Direct Response
Environment: Mobile App (Interstitial Video, Rewarded Video)
Primary KPI: Install Rate, Conversion Rate

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