Magnite and MNTN announced a partnership that will allow MNTN’s performance‑focused advertisers to place in‑stream video, home‑screen, and pause ads on a select group of live‑streaming publishers, expanding Magnite’s reach into high‑engagement programming such as live sports and breaking news.
The deal gives Magnite’s inventory a new live‑event dimension while giving MNTN a gateway to premium, real‑time inventory that has traditionally been dominated by brand‑driven campaigns. Advertisers can now target audiences in the moment of high engagement, a key advantage for performance marketers who measure results by conversions and other direct response metrics.
Magnite’s Q3 2025 results provide context for the partnership’s potential impact: revenue rose to $179.5 million, an 11% year‑over‑year increase, with CTV contribution growing 18% to $75.8 million. MNTN’s Q3 2025 revenue reached $70.0 million, up 31% YoY, and the company posted a 79% gross margin and $6.4 million net income, its first GAAP profit in four years. These figures illustrate the strong financial footing of both partners and the growth momentum they bring to the joint offering.
The U.S. connected‑TV (CTV) advertising market is expanding rapidly, with spending projected to reach $26.6 billion in 2025 and $33.35 billion by 2026. Performance‑driven advertising is a growing subset of that market, as brands shift from brand awareness to measurable outcomes. The partnership positions Magnite and MNTN to capture a larger share of this double‑digit growth segment.
Strategically, the partnership aligns with Magnite’s goal of capturing performance demand in CTV and with MNTN’s objective of extending its platform into live content. Mike Laband, Group SVP of US Revenue at Magnite, said the collaboration “brings performance‑driven marketers into streaming at scale, creating meaningful new revenue opportunities for publishers.” MNTN CEO Mark Douglas noted that “live sports and events are the most powerful moments on TV, and Magnite helps us make those moments perform for advertisers.” Together, the two companies aim to deliver real‑time targeting and measurement that can drive tangible results for advertisers of all sizes.
While the partnership itself has not yet triggered a measurable market reaction, analysts have noted that Magnite’s recent earnings beat and strong guidance have bolstered confidence in its CTV strategy. The partnership is expected to reinforce that narrative by expanding the inventory base and deepening performance‑driven capabilities, which could translate into higher demand and revenue growth for both firms.
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