MNTN and Magnite Turn Live Streaming's Biggest Moments Into Performance TV for Growth Brands
MWN-AI** Summary
MNTN (NYSE: MNTN) has announced a strategic partnership with Magnite (NASDAQ: MGNI), marking a significant step for advertisers looking to tap into live streaming content. This collaboration enables MNTN's advertisers, many of whom are new to television advertising, to engage with audiences during high-engagement programming such as live sports and breaking news. This shift comes at a time when streaming has surpassed linear TV viewership, prompting both advertisers and consumers to seek premium, live content.
The partnership allows for innovative ad placements, including in-stream videos, home screen placements, and pause ads on content from select publishers. Mark Douglas, CEO of MNTN, emphasized the unique opportunity this partnership provides for performance-driven marketers to connect meaningfully with viewers during major live events. He noted that live programming is a powerful platform for advertising, significantly enhancing real-time targeting and measurement capabilities for advertisers.
Both companies have been working together to create an ecosystem that enhances transparency and effectiveness in streaming TV advertising. Their collaboration has yielded new methodologies, including an AI-driven contextual taxonomy designed to improve metadata classification and targeting accuracy, ultimately aiming to generate stronger outcomes for advertisers and publishers alike.
This partnership represents a growing trend that capitalizes on the demand for live content in the digital space, with MNTN's technology simplifying the processes of TV advertising, making it more accessible for brands of all sizes. By integrating their strengths, MNTN and Magnite are poised to maximize the commercial value of live television moments, creating unique revenue opportunities and enhancing the overall advertising experience in the evolving landscape of Connected TV.
MWN-AI** Analysis
The recent partnership announcement between MNTN (NYSE: MNTN) and Magnite (NASDAQ: MGNI) is pivotal for brands looking to harness the burgeoning opportunities in the connected TV (CTV) landscape. With MNTN's focus on performance marketing and Magnite's vast sell-side capabilities, this collaboration opens valuable avenues for advertisers, particularly those who have yet to venture into traditional TV advertising.
As advertisers increasingly prioritize live content to engage audiences—especially during high-stakes moments like live sports and major events—this partnership enhances advertisers' ability to leverage premium inventory. MNTN's unique offering ensures that performance-driven marketers can effectively target audiences in real-time, which is essential in today’s fast-paced media environment. This is particularly relevant since approximately 97% of MNTN's advertisers are new to TV advertising; this partnership can significantly alter their marketing trajectories.
Moreover, the introduction of innovative ad formats such as home screen placements and pause ads is set to revolutionize viewer engagement. These formats can transform typical viewers into active participants in the brand narrative, thereby driving conversions and increasing revenue potential.
From a market perspective, both MNTN and Magnite represent attractive investment opportunities. MNTN's innovative approach has already garnered industry accolades, suggesting strong growth potential within dynamic media landscapes. Similarly, Magnite's established reputation and expansive advertiser access position it favorably in the marketplace.
As CTV continues to outpace linear TV in viewership, brands looking to enhance their advertising strategies should closely monitor MNTN and Magnite’s developments. Their commitment to making CTV advertising transparent and measurable aligns well with the expectations of today’s advertisers. Investing in these companies could yield substantial returns as they capitalize on the evolving advertising ecosystem.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
NEW YORK, Jan. 22, 2026 (GLOBE NEWSWIRE) -- MNTN (NYSE: MNTN), the technology platform that brings performance marketing to connected TV, announced a partnership with Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company, that enables MNTN advertisers to reach audiences across live sports, breaking news, and other high-engagement programming for the first time.
With streaming surpassing linear TV viewership, advertisers and consumers alike want access to more premium, live content. MNTN advertisers - 97% of which have never advertised on TV before using MNTN - can now engage audiences as they watch live content from major publishers. In addition to in-stream video placements, the partnership with Magnite enables high impact ad formats native to streaming in content from select publishers, including home screen placements and pause ads.
“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. “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.”
“Live sports and events are the most powerful moments on TV, and Magnite helps us make those moments perform for advertisers,” said Mark Douglas, CEO of MNTN. “Streaming enables real-time targeting and measurement, and MNTN opens access to premium inventory, driving real results for advertisers of all sizes and new demand for publishers.”
This new integration builds on a growing partnership between MNTN and Magnite rooted in expanding access to high-value streaming environments and delivering stronger outcomes for advertisers and publishers. Over the past year, the companies have jointly developed new ways to make streaming TV more transparent, measurable, and effective, including an AI-driven contextual taxonomy that enhances metadata classification and improves targeting accuracy.
Together, MNTN and Magnite are making the biggest moments on TV work for businesses of every size.
About MNTN
MNTN (NYSE: MNTN) is the Hardest Working Software in Television™, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN was named one of Fast Company’s Most Innovative Companies and Next Big Things in Tech and was recently featured on the cover of INC’s Best in Business Issue. For more information, please visit https://mntn.com/.
About Magnite
We’re Magnite (NASDAQ: MGNI), the world’s largest independent sell-side advertising company. Publishers use our technology to monetize their content across all screens and formats including CTV, online video, display, and audio. The world’s leading agencies and brands trust our platform to access brand-safe, high-quality ad inventory and execute billions of advertising transactions each month. Anchored in bustling New York City, sunny Los Angeles, mile high Denver, historic London, colorful Singapore, and down under in Sydney, Magnite has offices across North America, EMEA, LATAM, and APAC.
Media Contact:
Charlstie Veith
cveith@magnite.com
Investor Contact:
Nick Kormeluk
nkormeluk@magnite.com
FAQ**
How does the partnership between MNTN and Magnite Inc. (MGNI) enhance advertisers' ability to reach audiences during live events, and what specific advantages does this collaboration bring to connected TV advertising?
In what ways does Magnite Inc. (MGNI) support MNTN's goal of providing a transparent and measurable advertising environment for performance-driven marketers in the streaming space?
Can you outline the potential revenue growth opportunities for publishers resulting from MNTN's partnership with Magnite Inc. (MGNI) and the new advertising formats introduced?
What innovative strategies, including the AI-driven contextual taxonomy, have emerged from the collaboration between MNTN and Magnite Inc. (MGNI) to improve targeting accuracy in connected TV advertising?
**MWN-AI FAQ is based on asking OpenAI questions about Rubicon Project (NASDAQ: RUBI).
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