On October 13, 2025, PubMatic, Inc. announced a significant strategic partnership with MNTN, a move poised to reshape the landscape of Connected TV (CTV) advertising. The collaboration aims to broaden access for performance-focused marketers to premium CTV inventory, utilizing PubMatic's established relationships with top-tier streaming publishers, including renowned names such as Paramount, NBCUniversal, Sling, Philo, and LG Channels.

Boosting Revenue and Advertiser Demand

The partnership has already yielded impressive results, with PubMatic reporting a 10% uplift in revenue for publishers on its platform, driven by a 14% increase in unique advertiser demand. Notably, a staggering 97% of MNTN's advertising clientele are new entrants to the CTV space, highlighting the partnership's role in attracting fresh investment into this burgeoning market.

Nicole Scaglione, Vice President of CTV at PubMatic, commented on the partnership's impact, stating, "When you see a consistent revenue lift and unique demand, it demonstrates the quality and value these advertisers represent."

2. Addressing Advertiser Needs

Chris Innes, Chief Operating Officer at MNTN, emphasized the necessity of adapting CTV infrastructure to meet advertiser expectations. He remarked, "There's substantial advertiser demand that hasn't participated in Connected TV because the infrastructure hasn't matched their requirements." This partnership aims to bridge that gap, offering a platform that delivers the same level of data, control, and accountability that advertisers expect from other digital channels.

Creating Value Across the Advertising Ecosystem

MNTN's self-serve Performance TV platform is designed to streamline the CTV campaign process, making it accessible for marketers who seek transparency and accountability. The collaboration with PubMatic enhances this offering by providing direct inventory access, ensuring that advertisers can track their spending without encountering hidden markups.

By leveraging AI-powered optimization and supply-side intelligence, this partnership offers a unique value proposition that allows advertisers, particularly those new to the CTV space, to invest confidently in premium inventory.

3. Sustainable Revenue Growth for Publishers

The partnership also addresses a pressing concern for publishers: how to diversify revenue streams without compromising on brand safety and inventory quality. The reported 10% revenue increase coupled with the influx of unique advertisers suggests a shift in the market dynamics, where new advertisers are competing for premium placements rather than merely filling remnant inventory at discounted rates.

This influx of new advertisers not only stimulates revenue growth but also mitigates concentration risk for publishers, allowing them to achieve sustainable income while maintaining high-quality standards for their inventory.

A Vast Market Opportunity

The potential for growth in the CTV advertising sector is immense. According to eMarketer, U.S. CTV ad spending is projected to reach $36.87 billion in 2025. The current market has largely been supported by established TV advertisers reallocating their budgets; however, small and mid-sized businesses, which allocate a substantial 67% of their ad budgets to digital channels, present a significant growth opportunity.

PubMatic's partnership with MNTN aims to lower the barriers for these businesses. Research from the Interactive Advertising Bureau (IAB) indicates that 73% of advertisers cite measurement and attribution as their top challenges in CTV, while 68% require transparency in ad placements. The MNTN-PubMatic partnership addresses these challenges head-on, providing the necessary infrastructure for audience measurement and inventory transparency.

4. A Model for Future Expansion

Scaglione further elaborated on the partnership's implications, stating, "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."

The early metrics from this partnership suggest significant room for further growth, indicating a promising future for both advertisers and publishers in the CTV space.

5. Conclusion

The MNTN-PubMatic partnership is now operational, offering advertisers unprecedented access to premium CTV inventory. As the market for connected television continues to expand, this collaboration represents a pivotal moment for both companies, heralding a new era of transparency, accountability, and opportunity in the digital advertising landscape.

For publishers eager to tap into new advertiser demand, the invitation to engage with PubMatic remains open through existing channels or via their official website.

Original press release