MNTN has entered into a strategic integration with Magnite to give performance marketers access to premium live sports, breaking news and on-demand streaming inventory through direct media owner relationships. Under the agreement, MNTN’s self-serve CTV platform—already used by 97% of its advertisers for their first TV campaigns—will now support high-impact ad formats native to streaming, including home screen placements and pause ads, on content from major publishers. Over the past year the two companies have co-developed an AI-driven contextual taxonomy that enhances metadata classification and improves targeting accuracy, with the goal of driving higher engagement rates and measurable conversions for advertisers. Magnite’s Group SVP of US Revenue, Mike Laband, noted that the expansion opens live award shows and marquee sporting events to a new class of performance-focused brands.

Mark Douglas, CEO of MNTN, identified Warner Bros. Discovery’s established ad sales operation as a potential blueprint for Netflix’s still-nascent advertising business. Douglas praised Warner Bros. for generating significant incremental revenue from its linear and streaming ad inventory and suggested that Netflix could leverage similar inventory segmentation and measurement tools to unlock a ‘hidden gem’ of ad sales growth. He emphasized MNTN’s role in enabling real-time targeting and performance measurement on connected TV, arguing that Netflix’s platform could benefit from the same self-serve simplicity and conversion-driven approach that has driven results for more than 1,000 brands using MNTN’s software.