PubMatic partners with MNTN to expand connected TV advertising access

PubMatic Inc. (NASDAQ: PUBM) announced a partnership with MNTN (NYSE: MNTN) to provide performance-focused marketers access to premium connected TV advertising inventory. The collaboration connects MNTN's self-serve Performance TV platform with PubMatic's direct access to streaming publishers including Paramount, NBCUniversal, Sling, Philo, and LG Channels.

According to the companies, publishers on the PubMatic platform are experiencing a 10% revenue increase from 14% more unique advertiser demand. The partnership targets advertisers new to connected TV, with 97% of MNTN's advertiser customers being entirely new to the CTV market.

"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 at MNTN. The executive noted that their customer base expects TV advertising to provide the same data, control, and accountability available in search, social, and display advertising.

The partnership addresses measurement and attribution challenges in CTV advertising. IAB research cited in the announcement shows 73% of advertisers view measurement and attribution as top challenges in CTV, while 68% require transparency into ad placements.

US CTV advertising spend is projected to reach $36.87 billion in 2025, according to eMarketer data referenced in the announcement. Small and mid-size businesses, which allocate 67% of their advertising budgets to digital platforms according to Data Catalyst research, represent a growth opportunity for the CTV market.

The partnership aims to expand access to premium streaming inventory beyond traditional Fortune 500 advertisers by providing transparent supply-path connections and AI-powered optimization tools. Nicole Scaglione, VP of CTV at PubMatic, stated the collaboration demonstrates market expansion rather than just incremental volume.

The information is based on a press release statement from PubMatic.

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