{"id":916228,"date":"2025-12-04T08:04:19","date_gmt":"2025-12-04T13:04:19","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/"},"modified":"2025-12-04T08:04:19","modified_gmt":"2025-12-04T13:04:19","slug":"pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/","title":{"rendered":"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }\n.bwlistdisc { list-style-type: disc }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance<\/b><\/p>\n<p><b>Partnership makes BrightLine\u2019s interactive formats available programmatically through PubMatic, linking engagement, locality, and commerce outcomes<\/b><\/p>\n<p>No Headquarters\/REDWOOD CITY, Calif.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nAs advertisers are expected to spend nearly $33 billion on connected TV advertising by the end of 2025 (<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fcontent-na1.emarketer.com%2Fus-tv-ctv-ad-spending-benchmarks-q4-2025%3F_gl%3D1*b5g04j*_gcl_au*MjA0OTg0NTkyOS4xNzYyMTIzNzI4LjE4MTI5OTU5MTMuMTc2MjM4MjY2OC4xNzYyMzgyNjY3*_ga*MTI2OTU3MTg2Ny4xNzYyMTIzNzI4*_ga_XXYLHB9SXG*czE3NjI4MDQ3MzkkbzQkZzEkdDE3NjI4MDQ3MzkkajYwJGwwJGgyMDI2ODQxMTQ3&amp;esheet=54368951&amp;newsitemid=20251204699353&amp;lan=en-US&amp;anchor=eMarketer&amp;index=1&amp;md5=48f0524dba112cd46b6ce65cd2d24926\">eMarketer<\/a>), 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\u2019s unified programmatic platform, giving advertisers the ability to connect engagement to verified purchase outcomes at scale.\n<\/p>\n<p>\n\u201cThis is not just interactive TV. It is interactive TV as a performance channel,\u201d said Nicole Scaglione, VP of CTV, PubMatic. \u201cBy combining BrightLine&#8217;s best-in-class creative experiences with PubMatic&#8217;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\u2019s commerce-media partnerships.\u201d\n<\/p>\n<p><b>From Attention to Action<\/b><\/p>\n<p>\nThe collaboration brings BrightLine\u2019s dynamic ad experiences, including shoppable carousels, quizzes, polls, and branded overlays, to PubMatic\u2019s programmatic marketplace. Advertisers can activate these units across PubMatic\u2019s premium streaming publishers, including LG Ad Solutions, Samsung TV Plus and Vizio, all within existing programmatic workflows.\n<\/p>\n<p>\nThrough PubMatic\u2019s 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.\n<\/p>\n<p>\n\u201cThis partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem,\u201d said Rob Aksman, President and Chief Strategy Officer at BrightLine. \u201cTogether with PubMatic, we\u2019re bridging the gap between interactive engagement and commerce outcomes, bringing accountability to every impression.\u201d\n<\/p>\n<p><b>Partnership Benefits:<\/b><\/p>\n<ul class=\"bwlistdisc\">\n<li><b>For Advertisers: <\/b>Interactive CTV becomes a measurable performance channel for brands with both upper- and lower-funnel goals.\n<\/li>\n<li><b>For Publishers: <\/b>Premium access to high-performing ad formats that drive incremental revenue and command higher CPMs while enhancing viewer experience.\n<\/li>\n<li><b>For Agencies: <\/b>Unified planning, activation, and measurement across all CTV campaigns with full transparency into what drives outcomes.\n<\/li>\n<\/ul>\n<p>\nRecent research shows that 75% of viewers find interactive ads unique and 71% find them attention-grabbing (<a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.freewheel.com%2Finsights%2Freports%2Ffreewheel-viewer-experience-lab-innovative-ad-formats-in-streaming&amp;esheet=54368951&amp;newsitemid=20251204699353&amp;lan=en-US&amp;anchor=FreeWheel+x+MediaScience%2C+2025&amp;index=2&amp;md5=59b6d5ecd8ec948beb28156e28cd895b\">FreeWheel x MediaScience, 2025<\/a>). <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Fwww.brightline.tv%2F2024-whitepaper&amp;esheet=54368951&amp;newsitemid=20251204699353&amp;lan=en-US&amp;anchor=BrightLine+studies&amp;index=3&amp;md5=b569fd2d896b94384f2e8055f150ce96\">BrightLine studies<\/a> further reveal that interactive CTV units deliver 36% higher brand recall and directly correlate with higher purchase intent.\n<\/p>\n<p><b>Built for the Moment: Holiday Programming and Live Sports<\/b><\/p>\n<p>\nThrough 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.\n<\/p>\n<p>\nThe 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\u2019s interactive formats on PubMatic\u2019s premium, live supply, advertisers can turn high-attention moments into shoppable, localized, and measurable performance opportunities.\n<\/p>\n<p>\nCTV&#8217;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.\n<\/p>\n<p><b>About Brightline<\/b><\/p>\n<p>\nBrightLine 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\u2019s largest streamers and Fortune 100 advertisers, BrightLine turns TV from a passive medium into an actionable, measurable channel that drives real results.\n<\/p>\n<p><b>About PubMatic<\/b><\/p>\n<p>\nPubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising&#8217;s supply chain of the future. PubMatic&#8217;s sell-side platform empowers the world&#8217;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.\n<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251204699353r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20251204699353\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20251204699353\/en\/<\/a><\/span><\/p>\n<p><b>Press Contact:<br \/>\n<\/b><br \/>Ashley Jacobson, Senior Director of Corporate Marketing, <a rel=\"nofollow\" href=\"mailto:press@pubmatic.com\">press@pubmatic.com<br \/>\n<\/a><br \/>Broadsheet Communications for PubMatic, <a rel=\"nofollow\" href=\"mailto:pubmaticteam@broadsheetcomms.com\">pubmaticteam@broadsheetcomms.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> California United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Data Management Technology Professional Services Online Advertising Entertainment Communications Data Analytics Artificial Intelligence Audio\/Video Internet<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20251204699353\/en\/2660523\/3\/PubMatic_Logo.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance Partnership makes BrightLine\u2019s interactive formats available programmatically through PubMatic, linking engagement, locality, and commerce outcomes No Headquarters\/REDWOOD CITY, Calif.&#8211;(BUSINESS WIRE)&#8211; 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\u2019s unified programmatic platform, giving advertisers the ability to connect engagement to verified purchase outcomes at scale. \u201cThis is not just interactive TV. It is interactive TV as a performance channel,\u201d said Nicole Scaglione, VP of CTV, PubMatic. \u201cBy &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-916228","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance Partnership makes BrightLine\u2019s interactive formats available programmatically through PubMatic, linking engagement, locality, and commerce outcomes No Headquarters\/REDWOOD CITY, Calif.&#8211;(BUSINESS WIRE)&#8211; 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\u2019s unified programmatic platform, giving advertisers the ability to connect engagement to verified purchase outcomes at scale. \u201cThis is not just interactive TV. It is interactive TV as a performance channel,\u201d said Nicole Scaglione, VP of CTV, PubMatic. \u201cBy &hellip; Continue reading &quot;PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-04T13:04:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251204699353r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance\",\"datePublished\":\"2025-12-04T13:04:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/\"},\"wordCount\":763,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&amp;sty=20251204699353r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\\\/\",\"name\":\"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance - 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Today, PubMatic and BrightLine announce a new partnership that brings interactive and addressable CTV ad formats to PubMatic\u2019s unified programmatic platform, giving advertisers the ability to connect engagement to verified purchase outcomes at scale. \u201cThis is not just interactive TV. It is interactive TV as a performance channel,\u201d said Nicole Scaglione, VP of CTV, PubMatic. \u201cBy &hellip; Continue reading \"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/","og_site_name":"Market Newsdesk","article_published_time":"2025-12-04T13:04:19+00:00","og_image":[{"url":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251204699353r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance","datePublished":"2025-12-04T13:04:19+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/"},"wordCount":763,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/#primaryimage"},"thumbnailUrl":"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20251204699353r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/pubmatic-and-brightline-partner-to-turn-interactive-ctv-into-measurable-performance\/","name":"PubMatic and BrightLine Partner to Turn Interactive CTV into Measurable Performance - 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