At CES, BrightLine reveals what’s next for the TV ad experience — cutting-edge games, hyper-local interactivity, and an agentic platform built for scale 

With streaming players locked in an ad format arms race that revolved largely around shoppability in 2025, in-stream ads on CTV are entering an exciting new phase in the coming year.  

BrightLine and Hulu first brought interactive streaming ads to the living room a decade ago, long before engagement ads on TV became standard. Now, with interactive TV ads near-ubiquitous, BrightLine is leading the industry in its next seismic shift, using Agentic AI to transform both the remote-driven experiences a viewer can have with their TV, as well as the underlying workflows that support their delivery. 

As we head into CES, we’re excited to reveal what’s next: an agentic future for the TV streaming viewer powered by data-driven, dynamic, and engaging experiences. Though it sounds like a lot of buzzwords—it’s real, and it’s here. 

“For us, this moment has been ten years in the making,” said Jacqueline Corbelli, Founder & CEO of BrightLine. “Interactive TV has never been about novelty for BrightLine—it’s about respecting the viewer and transforming advertising into a dialogue, and something they actually want to engage with. What we share at CES is the start of a bold new chapter in achieving that vision.” 

In our hospitality suite at The Vdara, we will be showing you our latest advances: 

• ScreenSense AI, BrightLine’s agentic interactive engagement builder that democratizes the ability to use innovative experience formats across local, programmatic, and performance-driven buyers—while preparing the industry for what comes next. 

• BrightLine’s Universal Development Kit (UDK), which will power the future of CTV ad interactivity. The UDK is an experience engine built to power cutting-edge games, AI-driven personalization, and experiences that engage the entire living room. Faster, sharper, and built to scale seamlessly across every major streaming app and device. 

Interactive CTV is quickly evolving as part of an industry-wide transformation driven by the unrelenting advances in AI. And at CES, we’re showing exactly where it’s headed. 

ScreenSense AI makes its debut offering local and programmatic ad buyer access to BrightLine engagement ad formats 

As the original innovator in CTV advertising, we are once again bringing our leading edge technology to the industry, this time to local and mid-market advertisers, as well as the growing number of buyers who prefer to buy ads programmatically. 

Historically, the more sophisticated the ad experience, the more hands needed to complete the workflow process that supports it (i.e., creative mockups, approvals, builds, trafficking, QA, and reporting). This process enables powerful ads for big brands but locked smaller businesses out, until now. 

Agentic AI changes that. 

With ScreenSense AI we’re bringing access, speed, and simplicity to the entire process—removing cumbersome, time-consuming steps at every point along the workflow. The result: quicker launches, enhanced optimization, and high-impact interactive formats at scale—without sacrificing quality or performance. 

The BrightLine Universal Development Kit (UDK) signals a new age in TV advertising 

Imagine fully customizable, low latency multiplayer games and trivia you play on your phone; add-to-cart buttons; interactive, scrollable pause ads; live data feeds that dynamically change the viewer experience based on local weather, live betting lines; and in-content interactive content that appear at the most meaningful moments, on the biggest streaming screen we watch. 

Now imagine that, across every CTV app. 

The technology now exists to usher in this entirely new world of TV viewer experiences, and BrightLine -- always the market leader of delivering engagement-led ads at scale -- is making it real for streaming viewers and advertisers, by building off the back of over a decade of experience-building, integration and refinement of its SDK that lives within every major streaming app -- through constant innovation, iteration, and deep technical expertise. 

Once again, our latest solution is a major breakthrough: a native universal software development kit built for maximum performance—allowing brands to create and render faster and sharper; and enabling our partners to vastly reduce the time spent updating code and more time focused on bringing value to their clients.  

We can’t wait to share what’s next—starting at CES and accelerating into 2026. If you’re interested in meeting up with us, reach out to sales@brightline.tv.