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The Connected TV (CTV) advertising landscape is evolving to meet the demands of performance-focused marketers who have historically been locked out of premium streaming inventory. In a strategic move to bridge this gap, PubMatic has announced a partnership with MNTN that directly connects MNTN's Performance TV platform with PubMatic's premium publisher supply. This collaboration is already yielding significant results, providing publishers with a new, valuable demand source and giving performance marketers the accountability they require from their TV ad spend.
Quick Intel
PubMatic and MNTN partner to expand premium CTV access for performance marketers.
Publishers on PubMatic are seeing a 10% revenue uplift from 14% more unique advertisers.
Nearly all (97%) of MNTN's advertisers are new to the CTV space, representing market expansion.
The partnership offers performance marketers transparency, control, and familiar digital workflows.
It provides publishers with sustainable revenue growth without cannibalizing existing demand.
The model addresses key advertiser challenges like measurement and placement transparency.
Unlocking a New Wave of CTV Demand
The partnership directly addresses a significant untapped market. While CTV ad spend continues to grow, a large segment of performance-driven advertisers has remained on the sidelines due to a lack of transparency and accountability. MNTN's platform, known for its self-serve, auto-optimized campaigns, now leverages PubMatic's direct access to top-tier publishers like Paramount and NBCUniversal. This combination provides the infrastructure performance marketers need to confidently invest in CTV.
"There's substantial advertiser demand that hasn't participated in Connected TV because the infrastructure hasn't matched their requirements," said Chris Innes, Chief Operating Officer, MNTN. "Our customer base reflects this: they expect TV to provide the same data, control, and accountability they get across search, social, and display. With the help of PubMatic's direct access to premium publishers, we're enabling these performance-focused marketers to participate in high-quality streaming environments. The revenue growth publishers are seeing validates that this approach works for all stakeholders as we open access to CTV to more advertisers.”
Driving Sustainable Value for Publishers
For publishers, this partnership solves a critical growth challenge. The influx of demand from MNTN is not simply redistributing existing budgets but represents genuine market expansion. The 14% increase in unique advertisers helps diversify revenue streams and reduces concentration risk. Crucially, this new demand competes for premium placements, as performance campaigns require high-quality, brand-safe environments where audiences are engaged, leading to the reported 10% revenue uplift.
This model successfully tackles the top challenges advertisers face in CTV, which IAB research identifies as measurement and transparency. MNTN provides the performance infrastructure, while PubMatic's supply-path transparency gives advertisers complete visibility into where their ads run. This creates a virtuous cycle where quality demand meets quality supply, fostering sustainable growth for the entire ecosystem. By lowering the barriers to entry for a new class of advertisers, the PubMatic and MNTN partnership is effectively future-proofing publisher revenue streams and solidifying CTV's role as a performance-driven channel.
PubMatic (Nasdaq: PUBM) is an independent technology company maximizing customer value by delivering digital advertising's supply chain of the future. PubMatic's sell-side platform empowers the world's leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic has leveraged an infrastructure-driven approach for efficient real-time data processing. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for customers while championing a vibrant and transparent digital advertising ecosystem.
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