MNTN and Magnite are teaming up again.
Last year, MNTN was one of the first integration partners for Magnite’s Pause Ads rollout. Now, the performance CTV company and the SSP are expanding their relationship in another meaningful way.
Through its work with Magnite, MNTN advertisers will now be able to reach audiences across live TV for the first time. Specifically, MNTN brands will now be able to run in-stream video ads as well as high-impact, streaming-native formats like home screen ads and pause ads.
Why This Matters:
Several key CTV trends for 2026 began to take shape late last year, and we’re seeing them accelerate early this year—most notably around transparency, performance, and the growing opportunity in live TV.
Live events and sports, in particular, are becoming more accessible to programmatic buying. Boston Consulting Group estimates that improved monetization could unlock $2–$4 billion in global publisher revenue by 2028. The work between Magnite and MNTN fits squarely into that shift, opening up live TV access for MNTN’s performance advertisers.
That said, access alone isn’t enough. Live programming—especially sports—presents a different challenge for adtech given its unpredictability, whether it’s an NBA game or breaking news. Supply and audience spikes are hard to forecast, budgets are harder to pace, and any latency or delivery issue is immediately visible. As a result, the ecosystem has had to evolve quickly, with new tools, standards (think the IAB Tech Lab’s Live Event Ad Playbook), and formats that can flex around live moments to ensure campaigns actually deliver on the promise of live TV.
Experts React:
Mike Laband, Group SVP of U.S. Revenue at Magnite, emphasized the partnership’s value in expanding access for performance advertisers:
“Partnering with MNTN opens the door for a new class of performance-focused advertisers to show up in places they’ve never been before from live award shows to the biggest sporting events of the year.”
Meanwhile, Mark Douglas, CEO of MNTN, pointed to the performance opportunity in live moments:
“Live sports and events are the most powerful moments on TV, and Magnite helps us make those moments perform for advertisers.”
Our Take:
What’s notable here is the convergence of two trends that have largely run in parallel: performance TV and live, event-based streaming.
Historically, live TV—especially sports—has been dominated by large, brand-led buys. This integration brings performance advertisers into that mix, giving them a clearer path to participate in live moments through Magnite and MNTN. It’s a meaningful step toward making live TV work for a broader set of advertisers, not just the biggest brand budgets.
