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. 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.

Connected TV (CTV) engagement is growing steadily, with engagement per impression reaching 1.94% in Q2 2025, up from 1% in Q2 2024, per our industry KPI data provided by BrightLine. Consistent growth in audience engagement with interactive CTV ads means advertisers who haven’t jumped on the interactivity bandwagon risk losing an opportunity to make positive impressions on vast CTV audiences.

As healthcare and pharma ad spend shifts to digital, discover the CTV, social, and search trends redefining media strategy in our latest forecast.

Interactivity is becoming a key driver of growth for connected TV (CTV) advertising as the format evolves alongside shifting audience preferences. Marketers must recognize that interactivity will become a strategic advantage in CTV advertising as streaming platforms are inundated with standard formats that risk ad fatigue and viewers begin to “expect all ads to be interactive in some way.”

Our Industry KPI data highlights an opportunity for CTV ads: Scrollable ads outperform other CTV formats due to their accessible, uncomplicated nature.

What is shoppable media and which formats have the most potential?

LG and Samsung raise their connected TV game: While Samsung embraces interactivity, LG sharpens targeting with LoopIQ.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.