Alviso, Calif. - TiVo on Tuesday launched Pause Menu, a new advertising unit that places targeted ads within the pause screen of a live or time-shifted program. The feature can be used for advertisers that have product integration or a significant media investment in a specific TV show, or to target entire genres or keywords within a program description. TiVo said Mercedes-Benz and 20th Century Fox are the first brands to use the new ad format.

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