• Is What You C(TV) What You Get? Buyers Want More Content-Level Transparency

    Is What You C(TV) What You Get? Buyers Want More Content-Level Transparency

    3 Min Read In industry circles, the talk of the town right now is transparency—where advertisers are getting it, and where they’re not. Buyers have grown frustrated with the lack of information on where, when, and in what context their campaigns are airing. At the moment, they may get content-level reporting, like genre and ratings,…

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  • From the MNTN Slack – YouTube, We Have a Problem.

    From the MNTN Slack – YouTube, We Have a Problem.

    Advertising 6 Min Read Can YouTube TV compete with CTV’s biggest players for those coveted ad dollars? Written by Melissa Yap The Connected TV adtech platforms war is heating up, but is YouTube playing with fire? They’re competing with competitors like Roku and The Trade Desk for advertiser’s dollars, but it looks like there are…

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  • Ryan Reynolds’ Maximum Effort Marketing Has Been Acquired by Performance TV Platform MNTN

    Ryan Reynolds’ Maximum Effort Marketing Has Been Acquired by Performance TV Platform MNTN

    Ryan Reynolds has sold his creative agency. Maximum Effort Marketing, the creative powerhouse behind viral ads like dating platform Match’s fiery “Match Made in Hell” and all of the recent advertising work for the Reynolds-owned Mint Mobile and Aviation American Gin, has been acquired by performance TV platform MNTN (pronounced “mountain”). Under the deal, Maximum Effort Marketing will retain its…

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  • MNTN Adtech Company Acquires Ryan Reynolds’ Maximum Effort Marketing

    MNTN Adtech Company Acquires Ryan Reynolds’ Maximum Effort Marketing

    MNTN has acquired Maximum Effort Marketing, the creative advertising hot shop of Ryan Reynolds and George Dewey. The fast-growing adtech company, described as a leader in Connected TV and self-serve ads, made the announcement on Wednesday, in concert with Reynolds. “The explosion of the Connected TV presents a once-in-a-generation opportunity to bring creative and media back together,” said MNTN CEO…

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  • Ryan Reynolds Explains the Sale and Future of His Agency, Maximum Effort

    Ryan Reynolds Explains the Sale and Future of His Agency, Maximum Effort

    Ever since Maximum Effort Marketing launched in 2018, the agency has helped fuel the growth of co-founder Ryan Reynolds’ investments—such as Aviation Gin, which he sold to Diageo in 2020 for more than $600 million. This week, the agency itself became an acquisition target, with performance TV platform MNTN adding Maximum Effort Marketing as its creative wing. Reynolds will…

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