MNTN, an ad-tech firm focused on Connected TV, is partnering with ZoomInfo to bring enterprise-grade ad targeting to streaming television. The deal pipes ZoomInfo’s massive B2B database directly into MNTN’s platform, aiming to turn TV into a measurable performance channel for business marketers.
The B2B blind spot: For decades, B2B television advertising has been a brand-building exercise with fuzzy attribution. MNTN and ZoomInfo are betting they can fix that by giving advertisers access to a database of over 100 million business decision-makers, allowing them to target campaigns based on job titles, company industries, or even active product research.
Data meets primetime: The partnership combines MNTN’s TV ad inventory with ZoomInfo’s data, treating business leaders as viewers on their couches, not just professionals at their desks. “This is the future of GTM: intelligence driving execution,” said ZoomInfo CEO Henry Schuck. MNTN CEO Mark Douglas added that the goal is to deliver “the right audience and real performance.”
The bottom line: As B2B buyers trade cable for streaming, advertisers are being forced to follow them from the office to the living room, effectively cracking open a sophisticated targeting channel previously reserved for large enterprises. The move comes as the entire TV advertising ecosystem gets more measurable, with measurement giant Nielsen launching new CTV tracking tools and Google enabling IP address targeting for streaming ads. Meanwhile, the streaming ad market itself is in flux, as Amazon Prime Video’s ad tier drives down costs across the industry.
