London, UK, 6th January 2026: Brand Metrics, a global leader in brand lift measurement technology, has declared a new era in interactivity and measurement in CTV as it raises the curtain on fully operational, SDK-less interactive formats and pause-ad capabilities.
Already in use with Tier 1 publishers, and showcased this month at CES, the world’s premier annual tech trade show in Las Vegas, the innovation positions Brand Metrics as one of the very few measurement vendors able to deliver interactive surveys on CTV without the need for an in-app SDK.
Key highlights of Brand Metrics’ new technology include:
Alysha Dino, VP, Global CTV Revenue, Brand Metrics, said: “CES is about showing what’s real and ready today. Our SDK-less formats and pause ad measurement aren’t concepts – they’re live, operational, and already delivering value for Tier 1 publishers. This is the signal that interactivity and measurement on CTV are no longer optional – they’re here, and they’re scalable.”
Robby Kraai, Head of CTV, Brand Metrics, said: “Removing the SDK requirement is a game-changer. It eliminates friction for publishers and accelerates adoption of interactive formats. We’re proving that measurement innovation can be both technically elegant and commercially impactful.”
The milestone builds on Brand Metrics’ recent recognition as Best CTV Ad Tech Innovation at the Videoweek Europe Video Awards, underscoring the company’s leadership in shaping the future of interactive television advertising.
Anders Lithner, CEO, Brand Metrics, added: “Winning Best CTV Ad Tech Innovation in Europe was a validation of our ground-breaking work. CES is where we show the global industry that interactive CTV measurement is not just possible – it’s practical, proven, and ready to scale.”
Brand Metrics will be available for meetings at CES to discuss how publishers, advertisers, and agencies can leverage SDK-less interactivity and pause ad measurement to drive engagement and commerce signals in CTV.
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