ActiveVideo and BrightLine have announced a strategic partnership that is designed to accelerate the availability of Web-style interactive TV advertising on cable, satellite, IPTV (News - Alert) set-top boxes and connected devices.

This partnership offers unrivaled expansion of "connected" footprint for interactive advertising campaigns across any TV platform. The joint offering ensures consistency and depth of advertising experience on all devices, while meeting advertisers' needs for standards-based content creation, simplicity of distribution and measurability.

The two companies bring two-plus decades of combined experience in their respective fields to create this first of its kind, HTML5-based solution which will run across any device -- cable, telco, connected or otherwise. This integrated offer combines ActiveVideo's CloudTV AdCast, an interactive ad distribution software platform for pay-TV providers, with BrightLine's next-gen connected TV ad products for advertisers and agencies. The joint offering ensures consistency and depth of advertising experience on all devices, while meeting advertisers' needs for standards-based content creation, simplicity of distribution and measurability.

Jeff Miller, president and CEO of ActiveVideo said in a statement, “The fragmentation and limitations of connected devices and set-top boxes have kept television advertising largely frozen in time and have restricted the personalization, interactivity and metrics that are driving the growth of Web ads, Using CloudTV AdCast's 'write once, deploy everywhere' environment, pay-TV and online video providers can generate new revenues from interactive ads on STBs and connected devices; connected device manufacturers can monetize devices after the point of sale; and advertisers can use the same creative – including full interactivity -- across multiple devices at scale.”

BrightLine and ActiveVideo are already working in partnership to gain targeted, measureable and interactive HTML5-based experiences for BrightLine clients to an expanding array of connected devices. At CES (News - Alert), ActiveVideo will be demonstrating CloudTV AdCast and other applications of Cloud UIs in a private suite. CloudTV AdCast allows pay-TV providers to deliver interactive TV ads to entire service footprints and allows connected device manufacturers to monetize devices after the point of sale.