PubMatic and MNTN have joined forces to strengthen the premium connected TV (CTV) market. By driving net-new advertiser demand, their collaboration aims to unlock a projected 10% revenue boost for publishers seeking growth in the evolving digital landscape.
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PubMatic and MNTN Partner to Expand Premium CTV Market, Driving Net-New Advertiser Demand and Unlocking a 10% Publisher Revenue Lift
Photo by The Joplin Globe
Key Takeaways:
- PubMatic and MNTN have formed a new partnership
- Their goal is to expand the premium CTV market
- The partnership seeks to drive net-new advertiser demand
- A 10% revenue lift is projected for publishers
- The original story is sourced from Redwood City, Calif., on October 13, 2025
Partnership in CTV Market
PubMatic and MNTN recently announced a collaboration that aims to broaden the scope of premium connected TV offerings. This move, first reported by The Joplin Globe, highlights both companies’ desire to strengthen and refine how advertisers engage with CTV platforms.
Importance of Connected TV
In today’s advertising environment, connected TV is gaining momentum due to its ability to reach audiences who are streaming programming rather than watching traditional broadcasts. By focusing on this segment, PubMatic and MNTN hope to tap into a growing market fueled by evolving viewing habits.
Driving Advertiser Demand
One of the key goals of this partnership is to attract what the companies call “net-new” advertiser demand. Essentially, they aim to encourage additional advertising investment in CTV, potentially broadening the array of brands that look to connected television as a viable marketing channel.
Projected 10% Revenue Boost
A standout figure in this announcement is the projected 10% lift in publisher revenues. This potential growth underscores the tangible benefits both advertisers and publishers can anticipate if CTV continues its upward trajectory in popularity and profitability.
Implications for the Industry
By strengthening advertiser demand and boosting revenue for publishers, PubMatic and MNTN’s partnership could signal a broader shift in how the ad industry views connected TV. For publishers, the forecasted 10% increase in revenue is an encouraging sign of market optimism and an indicator that CTV might hold a significant share of the future advertising landscape.
