The connected TV advertising landscape is advancing from pure branding to measurable performance with a new strategic partnership. PubMatic and BrightLine have joined forces to bring interactive, shoppable CTV ad formats to the programmatic marketplace, linking viewer engagement directly to verified sales outcomes through commerce media integrations.
PubMatic and BrightLine partner to make interactive CTV ads a programmatic performance channel.
BrightLine's shoppable carousels, quizzes, and overlays are available via PubMatic's platform.
The solution connects engagement to SKU-level purchase data via PubMatic's commerce partners like Rippl.
Interactive CTV formats have shown 36% higher brand recall and increased purchase intent.
Advertisers can activate these formats across premium streaming publishers like LG and Samsung TV Plus.
The partnership targets high-demand periods like holiday programming and live sports.
This collaboration is designed to solve a key challenge in CTV: proving return on ad spend. By integrating BrightLine's interactive creative formats into PubMatic's programmatic infrastructure and its commerce media partnerships, the solution ties viewer actions to actual purchases. “This is not just interactive TV. It is interactive TV as a performance channel,” said Nicole Scaglione, VP of CTV at PubMatic. “Advertisers can now connect attention and interaction to measurable business outcomes.”
The partnership makes high-engagement ad units—such as shoppable carousels, polls, and branded overlays—accessible within standard programmatic workflows. Advertisers can deploy these across PubMatic's premium streaming supply, including LG Ad Solutions and Samsung TV Plus. “This partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem,” said Rob Aksman, President of BrightLine.
The launch strategically aligns with peak streaming viewership during the holiday and live sports season. The combined offering allows brands to create tailored interactive experiences, such as shoppable overlays during sports streams, turning high-attention viewing into direct conversion opportunities with full-funnel measurement.
The partnership is structured to benefit all parties: advertisers gain a measurable performance channel, publishers access higher-CPM formats, and agencies receive unified planning and transparent outcomes. This moves CTV advertising toward greater accountability by merging the scale of television with the precision of programmatic and the proof of commerce data.
This partnership represents a significant step in evolving CTV into an accountable, performance-driven medium where engagement is directly linked to business results, fulfilling the demand for greater transparency and ROI in streaming advertising.
About Brightline
BrightLine is the pioneering standard for interactive CTV experiences, transforming how viewers engage with advertising and content through dynamic and clickable creative solutions built specifically for television. Powered by integrations across the entire streaming ecosystem, BrightLine enables brands, agencies, and media partners to deliver premium interactive formats at scale. Trusted by the world’s largest streamers and Fortune 100 advertisers, BrightLine turns TV from a passive medium into an actionable, measurable channel that drives real results.
About PubMatic
PubMatic is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic has leveraged an infrastructure-driven approach for efficient real-time data processing. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for customers while championing a vibrant and transparent digital advertising ecosystem.
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