PubMatic has joined forces with BrightLine to bring advanced interactive and addressable CTV ad experiences to PubMatic’s unified programmatic platform. Through this collaboration, advertisers can now link consumer engagement directly to verified purchase outcomes-at scale-creating a more measurable and performance-driven CTV ecosystem.
“This is not just interactive TV. It is interactive TV as a performance channel,” said Nicole Scaglione, VP of CTV, PubMatic. “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.”
Transforming Interaction into Outcomes
The partnership integrates BrightLine’s interactive ad formats—such as shoppable carousels, quizzes, polls, and branded overlays—into PubMatic’s premium programmatic marketplace. Advertisers can deploy these formats across leading streaming platforms available through PubMatic, including LG Ad Solutions, Samsung TV Plus, and Vizio, all within their standard programmatic workflows.
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With PubMatic’s established commerce media integrations, including partners like Rippl and Instacart, brands can now attribute interactive CTV engagement to SKU-level purchase insights. This enables a direct line of sight from viewer attention to confirmed transaction results, merging BrightLine’s engagement signals with real-world commerce outcomes.
“This partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem,” said Rob Aksman, President and Chief Strategy Officer at BrightLine. “Together with PubMatic, we’re bridging the gap between interactive engagement and commerce outcomes, bringing accountability to every impression.”
Key Benefits of the Partnership
- For Advertisers: Interactive CTV evolves into a full-funnel performance channel, giving brands measurable impact from initial engagement to purchase.
- For Publishers: Premium inventory is enhanced with high-performing, premium ad formats that increase CPMs, revenue potential, and overall viewer experience.
- For Agencies: A unified, transparent framework for planning, activating, and measuring CTV campaigns, with clear attribution across every stage of the funnel.
Research underscores the momentum behind interactive CTV: 75% of viewers consider interactive ads unique, and 71% say they capture attention (FreeWheel x MediaScience, 2025). Additional BrightLine data shows that interactive units deliver 36% higher brand recall and are strongly correlated with increased purchase intent.
Built for High-Impact Moments: Holidays & Live Sports
The partnership launches at a key time in the streaming calendar. PubMatic will work with advertisers to create and implement interactive CTV formats. These will be fine-tuned for key moments. For example, shoppable overlays will appear during live sports. Also, localized seasonal promotions will run during popular holiday shows.
During this period, audience engagement and advertiser expectations for measurable sales impact are at their highest. By combining BrightLine’s interactivity with PubMatic’s premium live supply, brands can turn high-attention moments into shoppable, performance-driven opportunities with geographic precision.