PubMatic Deal Promises Measurable CTV Ad Outcomes

PubMatic and BrightLine have announced a partnership bringing the latter's interactive and addressable CTV ad formats to the former's unified programmatic platform. Among other benefits, this promises advertisers the ability to connect engagement to verified purchase outcomes, at scale.

BrightLine's purpose-built interactive CTV experiences - including shoppable carousels, quizzes, polls and branded overlays - are powered by integrations across the streaming ecosystem, and aim to turn television from a passive medium into 'an actionable, measurable channel that drives real results.' Its partner PubMatic operates a sell-side ad platform allowing digital content creators to control access to their inventory, and reach addressable audiences across ad formats and devices.

As well as bringing BrightLine's interactive experiences to PubMatic's programmatic marketplace, the deal gives advertisers access to SKU-level purchase reporting, linking engagement metrics from BrightLine with verified downstream outcomes. The partners say the announcement has been timed to coincide with the holiday programming and live sports season, when streaming viewership and advertiser demand for measurable sales conversions reach annual highs.

Nicole Scaglione, VP of CTV, PubMatic, says advertisers 'can now connect attention and interaction to measurable business outcomes, with purchase-level insights powered through PubMatic's commerce-media partnerships.' Rob Aksman (pictured), President and Chief Strategy Officer at BrightLine, comments: 'This partnership makes high-performing, interactive formats accessible to every advertiser through the open programmatic ecosystem. Together with PubMatic, we're bridging the gap between interactive engagement and commerce outcomes, bringing accountability to every impression.'

Web sites: www.pubmatic.com and www.brightline.tv .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.