The news: Sell-side platform PubMatic and connected TV (CTV) ad company BrightLine announced a partnership that will bring addressable and interactive CTV ad formats to PubMatic’s programmatic platform.

• BrightLine’s ad units will appear across publishers like Samsung TV Plus, Vizio, and LG Ad Solutions, per the announcement.
• PubMatic will offer SKU-level purchase data utilizing its integrations for commerce media.
• The move will give advertisers “the ability to connect engagement to verified purchase outcomes at scale.”

CTV ads evolve: Dynamic and interactive ad formats are becoming a modern cornerstone of CTV advertising as the channel matures.

• BrightLine has already proven the effectiveness of interactive ads. The company has shown that these ads increase unaided recall by 36%, foot traffic by 13%, and brand affinity by 33%.
• Other research backs BrightLine’s claims: Studies from MediaScience and FreeWheel show that 71% of viewers feel that interactive ads are attention grabbing and 75% find them unique, well above standard mid-roll ads.
• Interactive content like shoppable ads, QR codes, polls, and gamified experiences enable brands to drive measurable action and achieve bottom-funnel objectives like conversions and purchases—something that standard, non-interactive CTV ad formats typically do not achieve.
• Advertisers are seeing the potential of interactive ads to drive action. Over 41% of US marketers are incorporating interactive and shoppable formats into their CTV strategies, while over half (52%) expect to use interactive features in at least 26% of their ads.

What marketers can do: As interactivity becomes a critical differentiator in a crowded CTV ad landscape, marketers can use PubMatic and BrightLine’s partnership to more easily deploy interactive CTV ad formats across major publishers.

With PubMatic’s commerce data integrations, marketers can also gain greater visibility into how ad engagement corresponds to verified purchase outcomes. As PubMatic notes, these enhanced signals help position interactive CTV as a more measurable performance channel—an important step forward in a format where tying exposure to concrete business outcomes has historically been difficult.