Live Streaming Ads Get a Performance Upgrade With Magnite and MNTN Integration
The MNTN Team | 2 Min Read
The following contains a snippet from an EMARKETER article:
Sell-side advertising company Magnite and performance TV marketing platform MNTN announced a new integration Thursday to make live streaming TV ads available to performance-centric advertisers.
- MNTN advertisers will now have access to high-engagement, on-demand streaming content, premium live sports, and breaking news coverage through Magnite’s media owner relationships, per the announcement.
- The partnership also enables MNTN advertisers to take advantage of Magnite’s programmatic-first approach to effective streaming ad formats, including pause ads and home screen ads.
Addressing core issues: Magnite notes that 97% of MNTN advertisers have never advertised on TV before using MNTN. This integration addresses this gap by expanding access to in-demand inventory, ensuring advertisers can capitalize on the shift to streaming and the high potential of ads airing during live moments.
- Viewers find that ads during live broadcasts are more tolerable than ads during on-demand content—making live TV a more favorable environment for advertisers struggling to win consumers over.
- Streaming is becoming increasingly relevant to advertisers, capturing nearly half (45.3%) of ad-supported TV viewing time, per Nielsen. US adults spent more time with connected TV (CTV) than linear TV for the first time in 2025, per our forecast—a gap that will continue to widen in 2026 and beyond. And live TV viewers are increasingly shifting to digital live TV consumption. Over two-thirds of live sports viewers used digital options in 2025.
- Live TV is highly important for advertisers because it offers massive, engaged audiences during high-profile live events like sports. But streaming live TV offers more potential than linear, with streaming-exclusive ads for events like NFL games being 66% more effective than cable or broadcast ads, per EDO.
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