The news: 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.