PubMatic and MNTN Partner to Expand Premium CTV Market, Driving Net-New Advertiser Demand and Unlocking a 10% Publisher Revenue Lift
MWN-AI** Summary
PubMatic has announced a strategic partnership with MNTN to broaden access to premium Connected TV (CTV) advertising for performance-driven marketers. Combining MNTN's self-serve Performance TV platform with PubMatic's connections to top-tier streaming publishers—including Paramount, NBCUniversal, Sling, Philo, and LG Channels—this collaboration aims to democratize high-quality inventory. Early results show a significant increase in publisher revenue, with a reported 10% uplift and 14% more unique advertisers engaging with their offerings. Remarkably, 97% of MNTN's advertisers are new to the CTV market, indicating significant untapped demand.
Chris Innes, COO of MNTN, notes that many advertisers have historically faced infrastructure barriers, inhibiting their participation in CTV advertising. By leveraging PubMatic’s publisher access, MNTN is offering these marketers a way to engage in premium streaming environments with the accountability and optimization they expect. The partnership is instrumental not just for revenue growth but also for bringing new advertiser segments into the market without jeopardizing existing demand.
Moreover, the collaboration tackles common concerns in the industry, with 73% of advertisers citing measurement challenges in CTV. With straightforward workflows and transparency provided by PubMatic, advertisers feel more confident investing in CTV. This partnership opens doors for small and mid-sized businesses to engage in a market previously dominated by larger brands.
As U.S. CTV ad spending is projected to reach $36.87 billion by 2025, this partnership is strategically positioned to capture a sizeable market opportunity. The early metrics indicate that both advertisers and publishers stand to benefit, marking a significant step towards a more inclusive CTV advertising ecosystem.
MWN-AI** Analysis
The strategic partnership between PubMatic and MNTN marks a pivotal moment in the expanding Connected TV (CTV) advertising landscape. By creating a direct integration between MNTN's self-serve Performance TV platform and PubMatic's top-tier publisher inventory, the partnership is not only democratizing access for performance-focused marketers but also actively driving significant revenue growth for publishers.
Key insights show that participating publishers have experienced a remarkable 10% revenue uplift alongside a 14% increase in unique advertisers—a clear signal of the demand for premium CTV opportunities. MNTN's ability to attract 97% of its advertisers as new entrants into the CTV space underlines a sizable and largely untapped market segment. This is a critical point for investors and advertisers alike considering depths beyond traditional TV advertisers, targeting small and mid-sized businesses that are increasingly migrating their advertising budgets to digital platforms.
Investors should note the partnership's potential to resolve prominent industry barriers, such as complicated measurement and lack of transparency. By simplifying logistics and enhancing accountability, the partnership is poised to capture a significant share of the expected $36.87 billion in U.S. CTV ad spend by 2025. The collaboration not only increases transaction transparency for advertisers accustomed to digital metrics but also positions publishers to diversify their revenue streams.
With data from IAB indicating that 73% of advertisers cite measurement difficulties as a critical obstacle in CTV, PubMatic and MNTN's combined offering provides a robust solution. Overall, this partnership not only aligns with rising market trends but also creates sustainable growth pathways for both publishers and advertisers, representing a strategic investment opportunity as the CTV market continues to evolve.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Strategic partnership democratizes premium inventory through direct access to top tier streaming publishers
PubMatic today announces a strategic partnership with MNTN (NYSE: MNTN) that significantly expands access to premium Connected TV advertising for performance-focused marketers. By supplying MNTN's self-serve Performance TV platform with PubMatic's direct access to top-tier streaming publishers, including Paramount, NBCUniversal, Sling, Philo, and LG Channels, the partnership is already delivering measurable results: publishers on the PubMatic platform are experiencing 10% revenue uplift from 14% more unique advertiser demand 1 . That’s in part a result of market expansion: nearly all (97%) of MNTN's advertiser customers are entirely new to 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.”
Creating Value Across the Ecosystem
With familiar workflows and ease-of-use, MNTN delivers measurable, auto-optimized CTV campaigns built for marketers who require more accountability from their campaigns. MNTN aims to remove the barriers to TV advertising that have resulted from the need for substantial budgets, agency relationships, and acceptance of inadequate measurement.
PubMatic's direct inventory access provides the transparent supply-path connection these advertisers require, delivering complete visibility into where ads run, clear cost structures without hidden markups, and AI-powered optimization leveraging supply-side intelligence. For advertisers accustomed to digital transparency standards, this infrastructure provides confidence to invest media budgets in premium CTV.
The result: premium streaming inventory for all, not just Fortune 500 brands.
The partnership also solves a critical growth challenge for publishers: how to expand revenue beyond traditional advertiser segments while maintaining brand safety and inventory quality. The 10% revenue lift from 14% more unique demand demonstrates that these net-new advertisers deliver exceptional value efficiency. They're not just filling remnant inventory at discounted rates, they're competing for premium placements because their performance requirements demand quality environments where audiences are engaged.
Publishers can achieve sustainable revenue growth from both an advertiser segment that was previously inaccessible through traditional sales channels and new dollars that are not redistributed from existing TV or digital campaigns. MNTN’s largely net-new to TV customer base represents market expansion without cannibalizing existing demand. The 14% increase in unique advertisers also reduces revenue concentration risk, diversifying publisher income streams while maintaining premium inventory standards.
The Market Opportunity
The untapped CTV demand is vast. US CTV ad spend is expected to hit $36.87 billion in 2025 (eMarketer). While spend to date has been driven mainly by incumbent TV advertisers reallocating budgets, small and mid-size businesses, which allocate 67% of their ad budgets to digital (Data Catalyst), represent a massive growth opportunity.
PubMatic is lowering barriers to entry for these advertisers. IAB research shows that 73% of advertisers view measurement and attribution as the top challenges in CTV, while 68% require transparency into ad placements. This partnership tackles both: MNTN offers audience, measurement, and optimization infrastructure, and PubMatic's SSP access provides inventory transparency.
"When you see a consistent revenue lift and unique demand, it demonstrates the quality and value these advertisers represent," said Nicole Scaglione, VP of CTV at PubMatic. "This isn’t just incremental volume, it’s meaningful market expansion. By providing direct access and supply-path transparency, we're connecting our premium publishers with an advertiser segment that delivers strong results. Our publisher partners gain sustainable revenue growth while these advertisers get the premium brand-safe environments and accountability they require. It's a model that works, and the early metrics prove there's substantial room for continued expansion."
Learn More
The MNTN-PubMatic partnership is live now. Advertisers can discover premium CTV access, and publishers seeking new advertiser demand can contact PubMatic through their current relationships or at www.pubmatic.com .
About PubMatic
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.
1 Source: PubMatic internal platform data observed for 10 publishers across three months, as compared to revenue for a similar time frame without MNTN demand.
View source version on businesswire.com: https://www.businesswire.com/news/home/20251013689677/en/
Press Contact:
Ashley Jacobson, Senior Director of Corporate Marketing, press@pubmatic.com
Broadsheet Communications for PubMatic, pubmaticteam@broadsheetcomms.com
FAQ**
How does the partnership between PubMatic Inc. (PUBM) and MNTN enhance transparency and measurement for advertisers engaging with Connected TV (CTV) inventory?
What strategies will PubMatic Inc. (PUBM) employ to attract small and mid-size businesses, given that they represent a significant growth opportunity in CTV advertising?
Can you elaborate on the specific AI-powered optimizations that PubMatic Inc. (PUBM) provides to improve campaign performance for advertisers in the CTV space?
With expected US CTV ad spend reaching $36.87 billion by 2025, how is PubMatic Inc. (PUBM) positioned to capitalize on this growth while maintaining the quality of premium inventory?
**MWN-AI FAQ is based on asking OpenAI questions about PubMatic Inc. (NASDAQ: PUBM).
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