PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance
MWN-AI** Summary
PubMatic and BrightLine have formed a strategic partnership aimed at turning interactive Connected TV (CTV) advertising into a measurable performance channel. As the CTV advertising market is projected to reach nearly $33 billion by 2025, connecting interactive ad experiences with sales outcomes has become essential. The collaboration integrates BrightLine's interactive ad formats into PubMatic's unified programmatic platform, allowing advertisers to measure engagement alongside verified purchase outcomes at scale.
According to Nicole Scaglione, VP of CTV at PubMatic, this partnership innovatively transforms interactive TV into a performance-driven channel. By leveraging BrightLine's creative capabilities and PubMatic's sophisticated programmatic infrastructure, brands can link viewer interactions with tangible business results. The partnership enables advertisers to utilize dynamic ad experiences like shoppable carousels, quizzes, and branded overlays across various premium streaming publishers, such as LG Ad Solutions and Samsung TV Plus.
The integration with commerce media partners like Rippl and Instacart offers enhanced insights via SKU-level purchase reporting, thus unifying engagement data with actual sales performance. BrightLine’s President, Rob Aksman, emphasizes the accessibility of high-performing interactive formats for advertisers through the open programmatic ecosystem, bridging the gap between engagement and commerce outcomes.
The partnership is timely, launching during peak holiday programming and live sports seasons when viewership and demand for measurable conversions spike. It allows advertisers to turn high-attention moments into actionable, localized, and result-oriented opportunities. This alliance signifies a new era for CTV advertising, focusing on accountability through the combination of creative interactivity, addressable precision, and measurable commerce outcomes.
MWN-AI** Analysis
The recent partnership between PubMatic and BrightLine marks a significant advancement in the interactive connected TV (CTV) landscape, setting the stage for measurable performance in advertising. Advertisers are projected to allocate nearly $33 billion toward CTV by 2025. Hence, embracing this partnership is essential for organizations seeking to enhance their advertising effectiveness in a saturated market.
The collaboration effectively transforms interactive CTV from a mere engaging tool into a performance-driven channel. By integrating BrightLine's interactive ad formats with PubMatic's programmatic platform, advertisers can now link engagement metrics directly to verified purchase outcomes. This adoption allows for precise targeting of consumers based on locality and engagement levels, translating interest into actionable sales data, a crucial KPI for any advertising campaign.
For brands, this means that CTV advertising evolves into a dual-purpose tool addressing both awareness and conversion. They can leverage dynamic ad experiences such as shoppable carousels and polls, ultimately enhancing consumer interaction. Such formats not only captivate viewers but also have shown empirical benefits, boosting brand recall by 36% and purchase intent significantly, according to BrightLine studies.
Publishers stand to gain from high-performing ad formats that attract higher CPMs, which amplifies their revenue potential while elevating user experience. Additionally, agencies can utilize a unified platform to plan, activate, and measure their CTV campaigns with unparalleled transparency.
As the partnership rolls out alongside peak advertising seasons—rich with live sports and holiday programming—marketers should position themselves to capitalize on this unique offering. Their ability to convert high-engagement moments into measurable, localized sales will be a game changer in how advertising is executed. Consequently, understanding and tapping into this partnership not only offers a competitive edge but also reinforces the trend toward accountability in the advertising space.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Partnership makes BrightLine’s interactive formats available programmatically through PubMatic, linking engagement, locality, and commerce outcomes
As advertisers are expected to spend nearly $33 billion on connected TV advertising by the end of 2025 ( eMarketer ), a key question remains: how to connect interactive ad experiences to measurable sales outcomes. Today, PubMatic and BrightLine announce a new partnership that brings interactive and addressable CTV ad formats to PubMatic’s unified programmatic platform, giving advertisers the ability to connect engagement to verified purchase outcomes at scale.
“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.”
From Attention to Action
The collaboration brings BrightLine’s dynamic ad experiences, including shoppable carousels, quizzes, polls, and branded overlays, to PubMatic’s programmatic marketplace. Advertisers can activate these units across PubMatic’s premium streaming publishers, including LG Ad Solutions, Samsung TV Plus and Vizio, all within existing programmatic workflows.
Through PubMatic’s integrations with leading commerce media partners like Rippl and Instacart, advertisers can extend interactive CTV campaigns into SKU-level purchase reporting, unifying engagement metrics from BrightLine with verified downstream 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.”
Partnership Benefits:
- For Advertisers: Interactive CTV becomes a measurable performance channel for brands with both upper- and lower-funnel goals.
- For Publishers: Premium access to high-performing ad formats that drive incremental revenue and command higher CPMs while enhancing viewer experience.
- For Agencies: Unified planning, activation, and measurement across all CTV campaigns with full transparency into what drives outcomes.
Recent research shows that 75% of viewers find interactive ads unique and 71% find them attention-grabbing ( FreeWheel x MediaScience, 2025 ). BrightLine studies further reveal that interactive CTV units deliver 36% higher brand recall and directly correlate with higher purchase intent.
Built for the Moment: Holiday Programming and Live Sports
Through this collaboration, PubMatic partners directly with advertisers to conceive, design, and deploy dynamic, interactive formats tailored to specific performance or brand goals, from shoppable overlays in sports streams to localized holiday offers that deliver measurable impact.
The partnership launches during the holiday programming and live-sports season, when streaming viewership and advertiser demand for measurable sales conversions reach annual highs. By layering BrightLine’s interactive formats on PubMatic’s premium, live supply, advertisers can turn high-attention moments into shoppable, localized, and measurable performance opportunities.
CTV's next era will be defined by accountability. PubMatic and BrightLine are delivering on that promise, combining creative interactivity, addressable precision, and commerce-media measurement into one performance-driven solution. Through this partnership, advertisers gain the scale of television, the precision of programmatic, and the proof of commerce, all in a single activation.
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 (Nasdaq: PUBM) 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.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251204699353/en/
Press Contact:
Ashley Jacobson, Senior Director of Corporate Marketing, press@pubmatic.com
Broadsheet Communications for PubMatic, pubmaticteam@broadsheetcomms.com
FAQ**
How will the partnership between BrightLine and PubMatic Inc. (PUBM) help advertisers quantify the effectiveness of interactive CTV ad formats in driving meaningful sales outcomes?
In what ways can PubMatic Inc. (PUBM) leverage its AI-first programmatic infrastructure to enhance the performance of BrightLine's interactive ad experiences?
What specific metrics will PubMatic Inc. (PUBM) provide to advertisers to measure the impact of interactive CTV campaigns on brand recall and purchase intent?
How do BrightLine's interactive formats integrated within PubMatic Inc.'s (PUBM) programmatic marketplace cater to both upper- and lower-funnel advertising objectives?
**MWN-AI FAQ is based on asking OpenAI questions about PubMatic Inc. (NASDAQ: PUBM).
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