CTV keeps getting more accessible—and today’s partnership between MNTN and PubMatic pushes that trend forward. Under the deal, MNTN’s self-serve CTV ad-buying platform will tap into PubMatic’s premium inventory, including streamers such as Paramount, NBCUniversal, Sling, and LG Channels.
According to the companies, publishers across PubMatic’s portfolio are already seeing about a 10% revenue lift from the integration, driven by 14% more unique advertiser demand. That growth comes largely from what MNTN calls “net-new” CTV advertisers—nearly 97% of brands using MNTN’s platform, the company says, are buying CTV for the first time.
Why This Matters:
CTV “opening up” has been one of 2025’s defining storylines. Platforms like MNTN and Vibe.co are bringing in new buyers—especially SMBs—while larger players such as Roku and Comcast are also working to expand access across the industry. This benefits smaller and mid-market advertisers eager to tap into streaming’s mix of sight, sound, and targeting power, and it gives streamers a broader pool of demand. The more competitive the marketplace—beyond traditional TV spenders—the better it is for content owners and platforms. MNTN’s partnership with PubMatic could accelerate that shift.
EMARKETER projects that U.S. CTV ad spending will reach $32.57 billion in 2025. Net year, when all the numbers are in, it’ll be worth taking a look at how much of that growth came from SMBs. Maybe this year is more of a narrative push and SMB spend will become more trackable in 2026. TBD.
Experts React:
Good quote here in the press release from Chris Innes, MNTN’s Chief Operating Officer:
“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.”
Our Take:
As the CTV market matures, the next phase of growth might not come from big brands continuing to shift TV budgets. Instead, it could come from unlocking access for the long tail of advertisers. That’s where partnerships like MNTN and PubMatic’s come into play. They don’t just add new demand, they change who gets to participate. That’s a good thing for everyone.
Also, if 97% of MNTN’s advertisers are truly first-time CTV buyers, that’s a sign the market is widening at the edges, not just deepening at the top. A key question for 2026, however, will be which players can turn potentially experimental CTV spend from SMBs into consistent, ongoing spend. That will require transparency, measurability, and, ultimately, outcomes.
