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AT&T and Hulu plan to run ads when you pause streaming TV shows

December 04, 2018 / Nick Statt

As more video viewing behavior moves to on-demand streaming services, some companies will understandably get craftier about how to continue generating advertising revenue that would otherwise have come from old-school commercials. AT&T and Hulu are both apparently now considering a new type of ad that would run when you pause a video, like a TV show on DirectTV or a movie on Hulu, according to a report from Variety.“As binge-viewing happens more and more, it’s natural they are going to want to pause,” Jeremy Helfand, Hulu’s vice president and head of advertising, told Variety in an interview, speaking about cord-cutters or those viewers who’ve only ever known streaming. According to Helfand, Hulu will introduce the so-called “pause ad” some time next year. Helfand says the pause will provide “a natural break in the storytelling experience.”