New PubMatic-MNTN Deal Gives Small Advertisers Access to Big Streaming Platforms

Supply-side platform PubMatic, which helps publishers sell ad space, has inked a new deal with self-service CTV advertising platform MNTN that will likely make it easier for smaller, performance-focused advertisers to buy ad space on major streaming platforms.

Through the arrangement, MNTN will be plugged into PubMatic’s broad network of streaming services, the two adtech companies announced Monday. These services include NBCUniversal, Paramount, Sling, Philo, and others.

Historically, it has been difficult for smaller advertisers, such as DTC and ecommerce brands, to gain access to premium streaming TV placements. That’s because not only are costs per impression high, but also because many streaming platforms require advertisers to make large spend commitments. Agency costs and producti