Disney+ Hotstar introduces pause ads on CTV

Disney+ Hotstar introduced 'pause ads' exclusively for its Connected TV feed, making it the first platform in the country to offer this feature. The move aligns with their commitment to innovative advertising solutions Early adopters include Marico, Mondelez, and ITC, with positive feedback from users pausing content multiple times daily for short durations. The feature will integrate ads into user-initiated breaks to enhance brand engagement without disrupting viewing experience.