Brand Metrics unveiled SDK-free interactive CTV measurement at CES, signaling a shift toward scalable, real-world brand measurement on connected TV.
At CES in Las Vegas, Brand Metrics presented what it describes as a significant step forward in connected TV measurement: fully operational, SDK-free interactive ad formats and pause-ad measurement, already live with major publishers.
The London-based company says the technology marks a turning point for CTV advertising, where interactivity and measurement have often been constrained by technical complexity. By removing the need for in-app software development kits, Brand Metrics is positioning itself among a small group of measurement vendors capable of delivering interactive surveys on CTV at scale.
The new capabilities, showcased publicly this month, include SDK-less interactive formats that allow publishers to deploy measurement tools without integration hurdles; pause-ad measurement designed to unlock new monetization and engagement opportunities; and seamless interactive surveys that operate without embedded SDKs. The company emphasized that the technology is already in use with Tier 1 publishers, underscoring its readiness for real-world deployment rather than experimental pilots.
“CES is about showing what’s real and ready today,” said Alysha Dino, vice president of global CTV revenue at Brand Metrics. “Our SDK-less formats and pause-ad measurement aren’t concepts—they’re live, operational, and already delivering value for Tier 1 publishers.”
Robby Kraai, the company’s head of CTV, said eliminating SDK requirements removes friction for publishers and accelerates adoption. “We’re proving that measurement innovation can be both technically elegant and commercially impactful,” he said.
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The CES showcase builds on Brand Metrics’ recent recognition as Best CTV Ad Tech Innovation at the Videoweek Europe Video Awards, a milestone the company says validates its approach to interactive television measurement.
Anders Lithner, chief executive of Brand Metrics, said the award and CES debut together signal a broader shift for the industry. “Interactive CTV measurement is not just possible,” he said. “It’s practical, proven, and ready to scale.”
Brand Metrics said it will hold meetings throughout CES with publishers, advertisers, and agencies to discuss how SDK-less interactivity and pause-ad measurement can drive engagement and commerce signals across connected TV.
