Roku clarifies that it's not rolling out new pause ads after all

Elyse Betters Picaro / ZDNET

We goofed! Roku isn't adding caller ads aft all.

When respective Roku users implicit the past fewer days started seeing a caller benignant of advertisement portion streaming content, they reported the caller occurrence online. More users saw the aforesaid ads and reports spread, truthful galore radical instantly assumed that Roku was adding ads to its intermission surface – careless of wherever the contented was coming from.

Also: How this Roku streaming instrumentality made my 15-year-old TV consciousness similar caller again

Diego Phillips, Advertising Communications for Roku, told ZDNET that's not true.

Roku

No caller ads - for now

Phillips explained that intermission surface ads person been astir for a fewer years present and lone look connected contented from the Roku Channel. Roku calls them a mode to "sponsor the surface without disrupting the stream." Those ads don't look each clip the surface is paused and lone instrumentality up astir 30% of the surface erstwhile they do.

Also: Is your Roku TV spying connected you? Likely, but here's however you tin instrumentality backmost control

The ads that started the archetypal erroneous reports (ZDNET included) were really from the streaming contented provider; they conscionable looked capable similar a imaginable Roku advertisement to origin confusion. 

Roku isn't alone. Almost each large streamers, including Netflix, Amazon Prime, Hulu, and Peacock, either usage them present oregon person tested them recently. Even YouTube debuted a akin feature past fall. 

More ads successful the future?

Roku is experimenting with caller imaginable advertisement styles, though.

A report earlier this month from ArsTechnica elaborate however Roku has patented exertion that tin amusement ads implicit immoderate HDMI connected device, including video crippled consoles, cablegram boxes, and DVD players. Roku has besides been reportedly testing unskippable ads that play erstwhile you crook connected your TV.

Also: Your Roku TV is getting respective updates for escaped - including a large 1 for Roku City

There's nary grounds Roku is rolling retired either of those plans soon (or adjacent has immoderate plans to bash truthful astatine all). For now, astatine least, you won't beryllium seeing immoderate caller ads – astatine slightest from Roku. 

There's nary grounds Roku is rolling retired either of those plans (or adjacent has plans to bash truthful soon), but this shows that the institution doesn't caput being heavy-handed with ads.