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. 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. Partnership Benefits: For Advertisers: Interactive CTV becomes a measurable performance channel for brands with both upper- and lower-funnel goals. 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 advertisers 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.
