PubMatic-MNTN Deal: Small Advertisers Access Streaming Platforms
- Supply-side platform PubMatic, which facilitates ad sales for publishers, has established a new partnership with MNTN, a self-service Connected TV (CTV) advertising platform.
- Historically, gaining access to premium streaming TV ad placements has been challenging for smaller advertisers, notably Direct-to-Consumer (DTC) and e-commerce brands.Several factors contribute to this challenge:
- These barriers have limited the participation of performance-driven advertisers who prioritize return on ad spend (ROAS) and granular data analysis.
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PubMatic adn MNTN Partner to Expand CTV Advertising Access for Performance Marketers
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Published October 13, 2025, at 15:25:58
What Happened?
Supply-side platform PubMatic, which facilitates ad sales for publishers, has established a new partnership with MNTN, a self-service Connected TV (CTV) advertising platform. This collaboration aims to simplify access to premium streaming TV ad inventory for smaller, performance-focused advertisers. the declaration was made on Monday, October 7, 2024.
The Challenge for Performance Advertisers in CTV
Historically, gaining access to premium streaming TV ad placements has been challenging for smaller advertisers, notably Direct-to-Consumer (DTC) and e-commerce brands.Several factors contribute to this challenge:
- High Costs Per Impression (CPM): CTV advertising generally commands higher CPMs than other digital channels.
- Large Spend commitments: Many streaming platforms require significant minimum ad spend commitments.
- Agency and Production Costs: Utilizing agencies and creating video ad creatives adds to the overall expense.
- Measurement Challenges: CTV has historically lacked the precise cross-channel measurement capabilities that performance advertisers rely on for attribution and incrementality analysis.
These barriers have limited the participation of performance-driven advertisers who prioritize return on ad spend (ROAS) and granular data analysis.
How the PubMatic-MNTN partnership Addresses These Issues
The integration of MNTN into PubMatic’s network directly addresses these challenges. MNTN’s self-service platform allows advertisers to manage campaigns independently,reducing agency fees. By leveraging PubMatic’s scale, MNTN gains access to a wider range of premium streaming services, including NBCUniversal, Paramount, sling, and Philo. This expanded reach allows for more efficient ad spend allocation.
Furthermore, MNTN offers performance-focused features like conversion tracking and attribution modeling, which are crucial for advertisers seeking measurable results.The partnership aims to bridge the gap between the brand-awareness focus of traditional CTV advertising and the performance-driven approach of channels like search and social media.
CTV Advertising Spend: A Growing Market
The CTV advertising market is experiencing meaningful growth.According to Statista, U.S. CTV ad spending is projected to reach $31.9 billion in 2024 and is expected to surpass $40 billion by 2026. This growth is driven by the increasing adoption of streaming services and the shift in viewership from traditional linear TV.
| Year | U.S. CTV Ad Spending (Billions USD) |
|---|---|
| 2022 | $21.7 |
| 2023 | $27.6 |