PubMatic, BrightLine partner to make interactive CTV measurable

Advertisers continue to increase investment in connected TV, yet many still struggle to understand how interactive experiences translate into measurable sales.

PubMatic and BrightLine have formed a partnership that integrates BrightLine’s addressable and interactive CTV formats into PubMatic’s programmatic platform, enabling advertisers to connect viewer engagement with verified purchase outcomes at scale.

The collaboration allows brands, agencies, and publishers to activate interactive CTV units programmatically while accessing commerce-focused reporting through PubMatic’s existing integrations.

Interactive formats across premium CTV supply

BrightLine’s formats, such as shoppable carousels, quizzes, polls, and branded overlays, are now available in PubMatic’s marketplace. Advertisers can run these units across premium streaming environments including LG Ad Solutions, Samsung TV Plus and Vizio using established programmatic workflows.

Through partnerships with commerce media platforms such as Rippl and Instacart, PubMatic links BrightLine engagement metrics with SKU-level purchase insights, offering a unified view of how interactive CTV activity drives downstream outcomes.

Nicole Scaglione, VP of CTV, PubMatic: "This is not just interactive TV. It is interactive TV as a performance channel. By combining BrightLine's best-in-class creative experiences with PubMatic's AI-first programmatic infrastructure and extensive commerce media integrations, advertisers can now connect attention and interaction to measurable business outcomes, with purchase-level insights powered through PubMatic’s commerce-media partnerships."

Bridging engagement and commerce

Rob Aksman, President and Chief Strategy Officer at BrightLine: "This partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem. Together with PubMatic, we’re bridging the gap between interactive engagement and commerce outcomes, bringing accountability to every impression."

Advertisers gain a performance-driven channel suited for both brand-building and conversion-focused goals. Publishers benefit from inventory that supports higher CPMs and improved viewer experience, while agencies can plan, activate, and measure all CTV campaigns consistently.

Research supports growing viewer receptivity

Industry studies indicate that 75 percent of viewers consider interactive ads distinctive and 71 percent find them attention-grabbing. BrightLine research shows these formats deliver 36 percent higher brand recall and correlate with increased purchase intent.

The companies will work directly with advertisers to design interactive formats aligned with specific objectives, from shoppable sports content to localized holiday promotions. The launch aligns with a period of heightened streaming consumption, when advertisers seek measurable sales impact from premium programming and live sports.

By integrating BrightLine's formats with PubMatic's programmatic and commerce capabilities, the partnership positions CTV as a performance channel supported by transparent measurement. The approach combines television-scale reach, programmatic precision, and commerce proof points in one activation.

www.pubmatic.com

www.brightline.tv

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