The Trade Desk expands its CTV offering in Italy with Pause Ads on HBO Max and discovery+
The new advertising format is available via Programmatic Guaranteed through The Trade Desk platform, giving advertisers a new way to connect with audiences within premium content
Milan, 13 October 2026 – The Trade Desk, one of the world’s leading advertising technology companies, today announces the availability in Italy of SKYDANCE Pause Ads on HBO Max and discovery+, a new Connected TV advertising format that enables brands to engage with viewers when they pause the content they are watching.
Pause Ads appear when viewers voluntarily pause their viewing experience, turning a natural moment in content consumption into a new communication opportunity for advertisers. Unlike traditional ad breaks, the format is activated when the viewer chooses to temporarily stop watching, allowing brands to gain visibility within a premium environment without interrupting the content itself.
Thanks to the strategic partnership between The Trade Desk and Skydance, the format is now available in Italy through The Trade Desk platform via Programmatic Guaranteed, enabling agencies and advertisers to incorporate Pause Ads into their CTV strategies through programmatic buying.
The introduction of Pause Ads represents a significant development for the Italian Connected TV market. Skydance is among the first major broadcasters to make the format available in the country, responding to growing market demand for advertising solutions that combine the quality of premium television content with the flexibility and activation capabilities of programmatic advertising. At launch, Skydance Pause Ads are available via Programmatic Guaranteed exclusively through The Trade Desk.
The partnership is part of The Trade Desk’s broader strategy to expand advertisers’ access to premium inventory and formats across the Connected TV and Open Internet ecosystem, giving agencies and brands new opportunities to plan campaigns through an independent, data-driven platform.
“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.”
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”
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn, and YouTube.
PR
Barbara Perrupato
Communications
The Trade Desk
PR@thetradedesk.com