At Advertising Week New York, BrightLine’s Quantifying Curiosity panel with Warner Bros. Discovery and MediaScience revealed how interactive CTV ads turn engagement into measurable brand impact. Discover the research proving that interactivity drives higher recall, favorability, and purchase intent — redefining how advertisers connect with audiences on streaming TV.

BrightLine’s latest innovation, DynamicAI, brings real-time optimization to interactive CTV ads. Launching first within the retail carousel format, this AI-powered engine reshuffles product combinations based on viewer engagement—boosting relevance, performance, and connection on the biggest screen in the home.

Interactive ads are changing the game in sports advertising, turning passive viewing into engaging, immersive experiences. From March Madness to the NFL, brands are leveraging advergames, interactive polls, and shoppable carousels to drive real engagement. As we gear up for March Madness and the NBA playoffs, we’re revisiting some of our favorite interactive sports campaigns—including Olympics frame ads and Premier League marquees—to highlight how brands can tap into the excitement of live sports with interactive advertising.

As CES made clear, CTV, live sports, and AI will dominate adtech in 2025.