In a significant move for the advertising industry, MNTN (NYSE: MNTN), a leading technology platform specializing in performance marketing for connected TV, has announced a groundbreaking partnership with Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company. This collaboration aims to unlock new advertising opportunities for brands seeking to engage audiences during live sports, breaking news, and other high-engagement programming.

2. A New Era for Advertisers

As streaming continues to outpace traditional linear TV viewership, both advertisers and consumers are increasingly clamoring for access to premium live content. The partnership between MNTN and Magnite is particularly noteworthy as it allows MNTN’s advertisers—97% of whom have never advertised on TV before—to access these coveted live events.

The collaboration facilitates not only traditional in-stream video placements but also innovative ad formats native to streaming, including home screen placements and pause ads. This expanded advertising capability marks a pivotal shift in how brands can reach their target audiences during some of the most-watched moments on television.

3. Enhanced Revenue Opportunities

Mike Laband, Group Senior Vice President of US Revenue at Magnite, emphasized the significance of this collaboration, stating, “This collaboration brings performance-driven marketers into streaming at scale, creating meaningful new revenue opportunities for publishers.” He highlighted that by partnering with MNTN, a new class of performance-focused advertisers can now engage viewers during high-profile events, such as live award shows and major sporting competitions.

Mark Douglas, CEO of MNTN, also recognized the power of live events in the TV landscape. He stated, “Live sports and events are the most powerful moments on TV, and Magnite helps us make those moments perform for advertisers.” The integration of Magnite's technology with MNTN’s platform not only allows for real-time targeting and measurement but also opens access to premium inventory, thereby driving tangible results for advertisers of all sizes.

4. Building on a Strong Foundation

This partnership is a continuation of the growing relationship between MNTN and Magnite, which is rooted in a shared commitment to expanding access to high-value streaming environments. Over the past year, the two companies have collaborated to enhance the transparency, measurability, and effectiveness of streaming TV advertising.

One of the key innovations developed through this partnership is an AI-driven contextual taxonomy that improves metadata classification and targeting accuracy, ultimately delivering stronger outcomes for both advertisers and publishers. By leveraging advanced technology, MNTN and Magnite are making it possible for businesses of all sizes to capitalize on the biggest moments on TV.

5. Conclusion

The partnership between MNTN and Magnite marks a transformative step for the advertising landscape, particularly in the realm of live streaming. As more brands seek to engage with audiences in real-time, the integration of these two powerful platforms will undoubtedly create new avenues for performance marketing and revenue generation. As streaming continues to dominate viewership, this collaboration positions both companies at the forefront of a rapidly evolving industry.

For advertisers looking to make an impact during live events, the future has never looked brighter.

Original press release