Key Points
- PubMatic and BrightLine have partnered to bring interactive and addressable CTV ad formats to PubMatic’s programmatic platform, linking viewer engagement with verified commerce outcomes.
- BrightLine’s shoppable and dynamic ad units will run across premium publishers like LG Ad Solutions, Samsung TV Plus and Vizio, with PubMatic providing SKU-level purchase reporting through its commerce media integrations.
- The partnership launches ahead of the holiday and live-sports season, positioning interactive CTV as a measurable performance channel for advertisers, publishers and agencies.
PubMatic and BrightLine have formed a new partnership that will integrate interactive and addressable connected TV ad formats into PubMatic’s unified programmatic platform, giving brands a way to link viewer engagement with verified sales outcomes across premium streaming environments.
The collaboration comes as advertisers are expected to spend nearly $33 billion on connected TV (CTV) ads by the end of 2025, according to eMarketer, and as agencies push publishers and tech firms to provide clearer attribution between on-screen interactions and downstream commerce activity. Executives at both companies say the new offering positions interactive CTV as a performance-driven channel rather than simply a branding tool.
“This is not just interactive TV. It is interactive TV as a performance channel,” said Nicole Scaglione, the Vice President of CTV at 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.”
Through the integration, BrightLine’s ad formats — including shoppable carousels, quizzes, polls and branded overlays — will be available across PubMatic’s programmatic marketplace and can be activated within standard buying workflows. The units will run across a slate of premium publishers, among them LG Ad Solutions, Samsung TV Plus and Vizio.
PubMatic’s existing ties with commerce media companies like Rippl and Instacart extend the value proposition further by enabling SKU-level purchase reporting. That capability allows advertisers to match BrightLine engagement metrics with verified conversions, creating a single chain of measurement from impression to transaction.
“This partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem,” said Rob Aksman, the 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.”
The companies say the integration offers tangible benefits across the CTV ecosystem. Advertisers gain a performance channel capable of supporting both branding and conversion goals. Publishers gain access to higher-value, interactive inventory that can drive incremental revenue while maintaining viewer experience. Agencies receive unified planning, activation and measurement tools with transparency into what drives outcomes.
Recent research indicates strong consumer receptivity to interactive formats, with studies from FreeWheel and MediaScience showing 75 percent of viewers consider interactive ads unique and 71 percent find them attention-grabbing. BrightLine’s internal research links its interactive CTV units to 36 percent higher brand recall and increased purchase intent.
PubMatic and BrightLine are launching the partnership ahead of the holiday and live-sports season, a period that typically brings heightened streaming viewership and higher demand for measurable performance campaigns. PubMatic will work directly with advertisers to build customized formats, from shoppable sports overlays to localized holiday promotions.
Both companies say the initiative signals CTV’s next phase, one defined by clear accountability and commerce-backed attribution. Through the partnership, PubMatic and BrightLine aim to deliver a solution that blends TV-scale reach, programmatic precision and commerce verification within a single activation.
