The news: Ad tech leader PubMatic and self-service connected TV (CTV) ad platform MNTN have teamed up to give smaller advertisers access to prime CTV property, per Adweek.

• The deal connects MNTN to PubMatic’s network of streaming offerings, including Paramount, Philo, Sling, and NBCUniversal.
• Early tests across 10 publishers grew revenues 10%, driven by new demand from small advertisers.

Zooming out: Despite CTV’s growing importance for reaching key audiences, the format remains somewhat inaccessible due to higher CPMs, agency costs, and the larger spending commitments often required by streaming platforms. Combined with the need for specialized knowledge and tools to manage CTV campaigns, small and mid-sized businesses (SMBs) often turn to more affordable options like search and social advertising.

Performance-driven SMBs also struggle with a lack of reliable cross-channel CTV measurement—something MNTN can address. And since MNTN’s predominantly self-serve platform doesn’t require brands to partner with agencies, the deal expands access to SMBs who have historically been left out of the CTV conversation.

The trend: PubMatic and MNTN are following in the footsteps of other CTV players as the industry inches toward democratization.

• Sell-side company Magnite recently acquired streamr.ai, a platform focused on AI tools that help make CTV accessible to SMBs. The deal removes traditional barriers to adoption by enabling Magnite to offer streamr’s technology to simplify CTV campaigns.
• Nonprofit organization AdGood launched a media fund in September to open access to CTV advertising to nonprofits, offsetting media costs for organizations with small budgets.

What it means for SMBs: Smaller advertisers can take advantage of the PubMatic-MNTN deal to initiate or accelerate investment in a high barrier to entry format with proven results as CTV evolves into a more inclusive marketplace.

Expanded access combined with the measurement capabilities of both PubMatic and MNTN will help SMBs rethink CTV, making it a critical touchpoint in cross-platform media planning rather than a financial risk. Experimenting with ads across the plethora of streaming platforms accessible through the partnership and testing innovative formats that increase engagement will offer the best insights.