“We worked with [MNTN], opening up a small amount of inventory to them at first to eventually opening up a substantial amount of inventory,” he said, “mostly because they had customers that we had never talked to.”
The additions come as MNTN bets heavily on premium content as a performance driver, operating on the theory that advertisers benefit not just from audience targeting, but from the quality and cultural relevance of the programming surrounding their ads.
“If you go to dinner with your friends, you want to talk about the season finale of Traitors or Landman,” Douglas said. “We think that content’s an important element of the advertising, and that you can have a world where ads are bought by audience but also by programming.”
