Corbelli understood what advertisers and media wanted interactive advertising to be. For 10 years, BrightLine created interactive content for advertisers, platform by platform. For example, using the TV remote control, a viewer is connected from the TV ad to an online microsite allowing the viewer to get more product information, see what the product looks like in another color, find the nearest location to buy it off line or buy it online. But these ads were labor intensive and not scalable. If the ad ran on different platforms, such as DIRECTV, Dish or Hulu, it would have to re-created for each. Advertisers and media were frustrated. They wanted their interactive ads to be technology agnostic so no matter what platform, the same interactive ad would work. Corbelli felt the pain of advertisers and the media so she did something about it.
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