PubMatic and MNTN expand access to premium CTV

PubMatic has entered a strategic partnership with MNTN to broaden access to premium Connected TV advertising for performance-focused marketers. The collaboration connects MNTN’s self-serve Performance TV platform to PubMatic’s direct supply of inventory from leading streaming publishers, including Paramount, NBCUniversal, Sling, Philo, and LG Channels.

The partnership is already showing results. Publishers on the PubMatic platform have recorded a 10 percent increase in revenue, driven by 14 percent more unique advertiser demand. Nearly all—97 percent—of MNTN’s advertisers are entirely new to CTV, reflecting growing interest from digital-first marketers.

New advertisers drive measurable results

Chris Innes, Chief Operating Officer, MNTN: “There's substantial advertiser demand that hasn't participated in Connected TV because the infrastructure hasn't matched their requirements. 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.”

MNTN’s platform enables marketers to run measurable, auto-optimized CTV campaigns that offer the control and transparency typical of digital channels. By removing traditional barriers such as large budgets, agency dependence, and limited measurement capabilities, the company aims to make TV advertising accessible to more advertisers.

Transparency and performance drive growth

PubMatic’s direct publisher connections provide advertisers with a transparent supply path, offering full visibility into ad placements, clear cost structures, and AI-powered optimization using supply-side data. This infrastructure builds confidence among performance marketers seeking the accountability they expect from digital platforms.

For publishers, the partnership expands revenue potential by reaching an advertiser segment that was largely untapped. The 10 percent revenue increase and 14 percent rise in unique advertisers demonstrate that new entrants are not filling discounted inventory but actively competing for premium placements.

Expanding CTV opportunities

The partnership addresses one of CTV’s biggest opportunities: attracting small and mid-sized businesses that have historically concentrated on digital channels. US CTV ad spend is forecast to reach $36.87 billion in 2025 (eMarketer), with significant potential for growth among advertisers new to the medium.

Nicole Scaglione, VP of CTV, PubMatic: “When you see a consistent revenue lift and unique demand, it demonstrates the quality and value these advertisers represent. 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.”

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