Smadex, a leading AI-driven growth engine for mobile and CTV, has partnered with OpenGlass to provide mobile app and gaming advertisers with direct, programmatic access to highly sought-after CTV Pause Ad inventory.

By leveraging OpenGlass technology, Smadex is transforming the pause screen from a static holding state into a high-impact and high-attention advertising opportunity. For mobile app and gaming developers, this non-intrusive format represents a unique and extended linger time — ideal to test QR code integration, enabling users to seamlessly bridge their engagement from the television screen to conversion on their mobile device.

To elevate the user experience, these ads utilise Subtle Motion, such as flickering candlelight, drifting clouds, water ripples, or a call to action to create a premium, atmospheric presence that draws the eye without disruption.

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“We are solely focused on driving measurable performance for the app economy, and that means finding the most effective ways to combine the high-impact of the big screen with direct conversion on the small screen,” said Phil Gontier, CRO at Smadex. “30 second CTV ads limit a viewer’s ability to engage with a QR code, whereas a Pause Ad is an ideal creative playground to test QR codes to drive conversion. We are therefore thrilled to partner with OpenGlass, allowing our advertisers to test and scale a unique and powerful format to acquire high-value installs.”

Because the screen remains stable and the viewer is in control, it serves as a frictionless “performance bridge”, allowing users to transition from the television to a mobile app download or re-engagement on their mobile device..

“The future of CTV isn’t just more ads; it’s better, non-interruptive moments,” said Jason Higgins, Co-Founder of OpenGlass. “Our Pause Ads have proven incredibly successful at driving direct, attributable revenue. We believe the mobile gaming and app ecosystem is perfectly positioned to capitalise on this format. Partnering with a mobile and CTV performance powerhouse like Smadex allows us to bring this high-attention inventory to the world’s top app developers, and we are excited to see the results they will drive.”

You can find Jason Higgins live on stage at CTV Live! in New York this Thursday, March 26th. For more details on the session and to view the full event agenda, visit the official event page at ctvlivenewyork2026.splashthat.com.

CTV Pause Ads are available to Smadex clients immediately. For more information on how to integrate Pause Ads into your next campaign, contact your Smadex account manager or visit Smadex’s website.