MNTN partners with Magnite for live streaming TV ad access

MNTN (NYSE: MNTN) announced a partnership with Magnite (NASDAQ: MGNI) that provides MNTN advertisers access to live sports, breaking news, and on-demand streaming content through Magnite's publisher relationships.

The integration allows MNTN advertisers to place ads during live programming from major publishers for the first time. According to the companies, 97% of MNTN advertisers have never advertised on television before using the platform. The partnership enables in-stream video placements as well as streaming-native ad formats including home screen placements and pause ads from select publishers.

"This collaboration brings performance-driven marketers into streaming at scale, creating meaningful new revenue opportunities for publishers," said Mike Laband, Group SVP, US Revenue at Magnite.

Mark Douglas, CEO of MNTN, stated that "Live sports and events are the most powerful moments on TV, and Magnite helps us make those moments perform for advertisers."

The partnership builds on existing collaboration between the two companies over the past year. They have jointly developed an AI-driven contextual taxonomy for improved metadata classification and targeting accuracy in streaming television advertising.

MNTN operates a self-serve connected TV advertising platform, while Magnite describes itself as the largest independent sell-side advertising company. Magnite's technology helps publishers monetize content across connected TV, online video, display, and audio formats.

The information is based on a press release statement from the companies.

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