MNTN partners with ZoomInfo to bring B2B advertising to connected TV

MNTN (NYSE: MNTN), a technology platform for performance marketing on Connected TV, announced on July 1, 2025, a strategic partnership with ZoomInfo (NASDAQ: GTM), the Go-To-Market Intelligence Platform. The collaboration creates new opportunities for B2B marketers to reach business decision-makers through streaming television advertisements, transforming television into a measurable channel for generating leads and pipeline outcomes.

The partnership democratizes streaming TV advertising for B2B companies, extending beyond MNTN's established direct-to-consumer eCommerce focus. This development unlocks access to what eMarketer estimates as a $39 billion advertising market for millions of B2B companies across the United States.

Summary

Who: MNTN (NYSE: MNTN), a Connected TV advertising technology platform, and ZoomInfo (NASDAQ: GTM), the Go-To-Market Intelligence Platform, announced a strategic partnership.

What: The partnership enables B2B brands to launch streaming TV advertising campaigns with AI-powered precision targeting, accessing ZoomInfo's database of 100 million business decision-makers through MNTN's self-serve platform.

When: The partnership was announced on July 1, 2025, with immediate availability for advertisers to access ZoomInfo's data and intelligence within MNTN's platform.

Where: The collaboration targets B2B companies across the United States, unlocking access to what eMarketer estimates as a $39 billion advertising market for streaming TV advertising.

Why: The partnership addresses the need for B2B marketers to reach business decision-makers through measurable, performance-driven television advertising, transforming TV from a broad awareness medium into a precision targeting channel that drives leads, pipeline, and revenue outcomes.

MNTN advertisers gain access to ZoomInfo's database of 100 million decision-makers within the GTM Intelligence Platform. The integration combines clean, actionable data with real-time AI-powered insights and automation capabilities designed to drive business growth. B2B brands can now target streaming advertisements to specific companies, job titles, industries, and individuals actively researching relevant products or categories.

"At ZoomInfo, we've always believed in turning signals into action, and that's what this partnership delivers," said Henry Schuck, CEO and Founder of ZoomInfo. "By combining ZoomInfo's B2B intelligence with MNTN's platform, we empower marketers to not just target better, but act faster, arming revenue teams with the data and tools to seize opportunities. This is the future of GTM intelligence driving execution."

The technical implementation enables advertisers to access ZoomInfo's data and intelligence directly within MNTN's self-serve platform. This integration provides enhanced control over advertisement placement and timing decisions. Campaign optimization occurs automatically for performance metrics, while advertisers can track outcomes including leads generated, site visits, conversions, and revenue attribution.

Mark Douglas, CEO of MNTN, explained the strategic direction: "Our mission to democratize TV means making it work for any business - from direct-to-consumer brands to software companies. Now, with ZoomInfo's unmatched data and our precision targeting, Performance TV finally delivers what B2B marketers need: the right audience and real performance."

The announcement comes during a period of significant growth in Connected TV advertising adoption among B2B marketers. Research conducted by LinkedIn and MAGNA Media Trials revealed that 98% of LinkedIn users watch CTV content weekly, compared to 83% who watch linear television. CTV advertisements achieve completion rates of approximately 95%, substantially outperforming traditional digital video formats.

Connected TV spending projections indicate continued market expansion. According to EMARKETER data, CTV ad spending is expected to reach $33.35 billion in 2025. Industry research shows 72% of marketers plan to increase programmatic advertising investment in 2025, with CTV's share of media budgets projected to double from 14% in 2023 to 28% in 2025.

The timing aligns with broader industry movements toward sophisticated targeting capabilities. Google recently announced policy changes allowing IP address targeting for Connected TV advertising, protected by privacy-enhancing technologies including on-device processing and secure multi-party computation. This development indicates increased platform support for CTV targeting mechanisms.

Technical specifications of the MNTN-ZoomInfo integration focus on omnichannel campaign coordination. B2B marketers can execute cross-channel campaigns incorporating premium Connected TV alongside other digital channels. The system accounts for both linear television and streaming content consumption patterns, reflecting diverse viewing behaviors among business audiences.

ZoomInfo's GTM Intelligence Platform provides comprehensive customer visibility for over 35,000 companies globally. The platform maintains industry-leading data privacy standards, including GDPR and CCPA compliance alongside multiple data security certifications. This compliance framework addresses regulatory requirements affecting B2B marketing data usage.

MNTN's platform designation as "Hardest Working Software in Television" reflects its performance-oriented approach to Connected TV advertising. The company earned recognition as one of Fast Company's Most Innovative Companies and Next Big Things in Tech, with recent coverage on INC's Best in Business Issue.

For B2B marketers, this partnership addresses measurement challenges that traditionally complicated television advertising attribution. Unlike conventional TV advertising models, the integrated platform enables tracking of customer interactions across extended periods, providing visibility into conversion pathways and campaign effectiveness.

The integration supports targeting capabilities beyond demographic parameters. Marketers can identify and reach prospects based on behavioral indicators, including active product research and category exploration. This approach transforms streaming television from a broad awareness medium into a precision targeting channel for business audiences.

Campaign automation features reduce manual optimization requirements while maintaining performance standards. The platform automatically adjusts targeting parameters and bidding strategies based on real-time performance data. This automation capability enables marketers to focus on strategic decisions rather than tactical campaign management.

Revenue attribution functionality connects streaming TV exposure to downstream business outcomes. Marketers can measure the relationship between CTV advertising investments and lead generation, sales conversions, and revenue impact. This measurement capability addresses traditional challenges in television advertising return-on-investment calculation.

The announcement reflects broader market dynamics affecting B2B advertising strategies. Traditional linear television viewership continues declining among business audiences, while streaming consumption increases. Amazon Prime Video's entry into ad-supported streaming drove industry-wide cost reductions, with Netflix and Disney+ experiencing CPM decreases of 26.3% and 27.6% respectively.

Industry analysts observe increased competition among Connected TV platforms for advertising revenue. Recent developments include Netflix's proprietary ad platform launch targeting the $240 billion global video advertising market, while Microsoft expanded CTV capabilities through Netflix partnership integration.

The partnership addresses technical challenges specific to B2B advertising measurement. Business purchase cycles typically extend across multiple touchpoints and longer timeframes compared to consumer decisions. The integrated platform accounts for these extended attribution windows while maintaining measurement accuracy across channel interactions.

Privacy considerations remain central to the technical implementation. Both companies emphasize compliance with data protection regulations while maintaining targeting effectiveness. The platform architecture incorporates privacy-preserving technologies that enable audience targeting without compromising individual user privacy.

Market positioning for this partnership emphasizes accessibility for companies of varying sizes. While enterprise-level B2B marketers have historically had television advertising access, smaller software companies and emerging B2B brands faced budget and complexity barriers. The self-serve platform model reduces these barriers while maintaining sophisticated targeting capabilities.

For the broader advertising technology ecosystem, this partnership signals continued consolidation between data providers and media execution platforms. Similar integrations across the industry reflect market demand for unified solutions that combine audience intelligence with media activation capabilities.

The July 1, 2025 announcement positions both companies to capture growth in the expanding B2B Connected TV advertising segment. As business decision-makers increasingly consume content through streaming platforms, advertising solutions that effectively reach these audiences gain strategic importance for B2B marketing organizations.

Timeline

• July 1, 2025: MNTN and ZoomInfo announce partnership for B2B Connected TV advertising
• June 23, 2025: Nielsen launches CTV tracking within Ad Intel platform
• June 3, 2025: Microsoft appoints Navah Hopkins as Ads Liaison with focus on B2B advertising
• March 17, 2025: Google enables IP address targeting for CTV advertising with privacy technology
• February 9, 2025: Industry data shows 72% of marketers increasing programmatic spending
• December 15, 2024: Prime Video ad tier drives industry-wide streaming cost reductions
• November 26, 2024: Viant launches certified partner program for CTV advertising
• November 17, 2024: LinkedIn research shows CTV emerges as key B2B marketing channel