PubMatic has partnered with MNTN (NYSE: MNTN) to bring premium Connected TV (CTV) inventory to performance-focused advertisers, signaling a new wave of opportunity for marketers seeking measurable results. The deal gives MNTN’s self-serve Performance TV platform direct access to top streaming publishers, including Paramount, NBCUniversal, Sling, Philo, and LG Channels. Early results show a 10% revenue boost for publishers, driven by 14% more unique advertiser demand—most of which is entirely new to CTV.
Opening CTV to Performance Advertisers
Many advertisers have avoided CTV due to infrastructure limitations, but MNTN is changing that. “Our customer base expects TV to provide the same data, control, and accountability they get across search, social, and display,” said Chris Innes, COO of MNTN. Through PubMatic’s direct publisher access, performance marketers can now participate in high-quality streaming environments, with measurable campaigns that auto-optimize for results.
MNTN simplifies workflows for advertisers who previously faced high costs, agency dependencies, and opaque measurement, while PubMatic ensures transparency in supply paths. This combination allows marketers to see exactly where ads run, understand costs with no hidden fees, and leverage AI-powered optimization—all hallmarks of digital ad standards now applied to premium CTV.
Boosting Publisher Revenue
Publishers benefit as well. The 10% revenue lift comes not from discounted remnant inventory but from net-new advertisers competing for premium placements. This growth expands revenue beyond traditional advertiser segments, reduces income concentration risk, and maintains brand safety standards. In other words, more dollars without cannibalizing existing campaigns.
The Bigger CTV Opportunity
CTV ad spend in the U.S. is expected to hit $36.87 billion in 2025 (eMarketer), largely driven by incumbents reallocating TV budgets. Small and mid-size businesses, which spend 67% of their budgets on digital (Data Catalyst), represent untapped potential. Yet measurement and transparency concerns have kept many away—73% cite measurement and attribution as top hurdles, and 68% demand visibility into ad placements (IAB).
By combining MNTN’s performance-driven infrastructure with PubMatic’s direct SSP access, the partnership addresses both challenges, creating confidence for advertisers and sustainable revenue for publishers. “This isn’t just incremental volume, it’s meaningful market expansion,” said Nicole Scaglione, VP of CTV at PubMatic.
The early metrics suggest there’s significant room for growth, and the partnership is setting a new standard for how CTV inventory can be monetized efficiently and transparently.
