Okay, we'll get started. I'm Laura Martin, a senior media and internet analyst at Needham & Company. I'm here to introduce my next speaker, Mark Douglas. Mark is the founder, president, and Chief Executive Officer of MNTN, the connected television advertising software company that empowers brands, especially small and medium businesses, to reach audiences with performance-driven campaigns on internet-connected televisions. A tech veteran with over 20 years of product development and startup experience, Mark previously built technology teams at Oracle, eHarmony, and Rubicon Project before founding MNTN in 2009. Under his leadership, MNTN has pioneered performance TV advertising solutions and scaled towards a successful 2025 IPO, reflecting the broader shift of marketing dollars to streaming platforms. Mark's vision blends deep engineering roots with a relentless focus on simplifying and optimizing CTV ad performance for marketers. Welcome, Mark.
Thank you.
Thank you for making it down the elevators. They're tricky in this hotel.
We thought we'd be here at least three minutes earlier.
It's fine. So for those in the audience who maybe aren't as familiar with MNTN, can you level set by giving us a sort of quick overview about what MNTN does and how it fits into the ad tech ecosystem?
Yeah, sure. So, MNTN, we created the concept of performance television, which is taking streaming TV and television being the largest consumer engagement platform in the world. More people watch TV a day than use social media than drive cars, 5.5 billion people globally for an average three hours a day. That medium was a medium built primarily for large global brands. We took it with the advent of streaming and turned it into something that any size business, small and mid-size business, can now use to do highly targeted and highly measured ad campaigns in order to grow that business. So these are e-commerce brands, travel brands, and probably the key stat, 97% of MNTN customers have never advertised on TV before.
So we are the on-ramp for small businesses who generally, again, have invested in search and social and now leverage television as a way to drive growth in their business.
Okay. And the way you sit in the ad tech ecosystem, I would just say you're a DSP.
From a technology perspective, we're a DSP. But our customers compare us more to like Meta ad platform. So they're not comparing us to Trade Desk or Viant or someone like that. They're generally not using those platforms. They're using Google Search. They're using TikTok ad platform, Meta ad platform, and now using MNTN Performance TV to have a mix of search, social, television, and email in order to basically drive their revenue. So we are, from a technology perspective, we're a DSP, but I think our customers, most of them don't even know what a DSP is. They're thinking, "I'm looking for a performance marketing platform for television.
Okay. So when you look out to 2026, tell me what your key goals are for MNTN and what you're most excited about.
Yeah, I think the number one key goal is continued growth. Like I mentioned earlier, we essentially the term Performance TV is MNTN coined that term. It's been grown bigger than us, which we love. And so number one goal is consistent growth, essentially, obviously executing well financially, but also continuing to expand into this market. We feel through the data and just conversations and other means that the market is moving, that we pioneers moving from kind of early adopter to mainstream, meaning that if I ask marketers, I just interviewed a bunch of marketers, and four years ago I said, "Are you going to advertise on TV this year?" And this was small, mid-size businesses. I think the vast majority would say no.
And I think you see this increasing move towards, yeah, that's something that they now believe they can do and can be an important component of their marketing mix. So it's a consistent growth. We also want to increase our share of wallet, meaning what percentage of their whole marketing budget is now going to Performance TV. And then we're prolific creators of technology. So we introduced, obviously, our Performance TV platform. We continue to do many product releases on that around targeting, measurement, more campaign features. We introduced Quick Frame AI. We already have version two of that about to release with a lot of new capabilities for AI creation of professional-level media using AI. Premium content, we recently introduced features like what's called pause ads, live sports, and other content that helps our customers excited about and drives performance.
So you guys sort of think of yourself as technology and engineering first. Tell me how you're using generative AI and AI tools in the product today and what's on the roadmap.
Yeah. So MNTN, in terms of people, is about 540 people. One in every two people that work in MNTN is on our engineering team. And so they're obviously leveraging the AI coding and other to do more. In terms of in the platform, it's all across the platform. So number one is the most important thing we do is deciding who to serve the ad to. So if you're T-Mobile, you're a large global brand, everyone in America can essentially become a T-Mobile customer. But if you're a small brand with a more niche product, one of my favorite brands is called Onewheel. They sell single-wheel skateboard. You guys might sometimes see people riding them down Fifth Avenue, and it looks like a lot of fun.
But you probably also think, "Is that person going to be alive a year from now?" I actually have told the CEO they should make their tagline, "You could die on this thing." But you know it's a very specific type of customer. So the first big part of our value is finding people who would buy that. And so it takes a lot. So it used to be picking audiences. Now that's almost entirely Generative AI models to profile the target consumer and then Machine Learning models against large data sources to pick the people in New York City, in California, all that would potentially buy a Onewheel. So heavy investment in what we call targeting, or we actually refer to as matching. At a certain point, we think of it as we're literally matching consumers with products and brands they're potentially going to love. So that's MNTN Match.
The Quick Frame AI, 97% of our customers don't have TV ads when we meet them. So initially, we bought a company, Quick Frame, which was a marketplace of independent creators to help them get TV ads at a very reasonable cost. Now we have Quick Frame AI, where they can leverage AI tools and still use the creators if they want and pay a creator to use the AI tools to build TV commercials. That's really important because when a new company comes onto MNTN, it generally averages 45 days to go live. You say, "I want to do this," 45 days. 40 of those days was creative, waiting for them to build their first TV commercials, even with an independent creator, and with AI, that comes down less than a week, and actually, for some customers, it's less than a day. So that's really, really important.
Lower the cost and have more content to put in front of that consumer. So if you're, again, that Onewheel example, you don't want to run one commercial for the year. You want to try different creative throughout the year, maybe different creative for different parts of the country. You want to show a different ad in California on the beach than you'd show in New York City, than you'd show in Nashville and things like that. So that's really important. That's all AI-driven. And then just all the various optimizations in the platform, when to show the ad, how often, what network, what frequency, all these decisions that use that's all increasingly uses AI tools. But the targeting and the creative are the two most important and dominant elements of our use of AI.
So one of the things I'm writing, and I'm interested in whether you disagree, is that don't tell me your tech platform if you're hiring people, because Gen AI is making people so efficient that you should be laying off people in engineering if you want to hire people in marketing. Do you agree that these tech-first platforms should be flat in human capital?
I don't necessarily agree that they should be flat, but they should be leveraged. In other words, Meta has, I think, something like 20,000 people in their engineering team. MNTN has 250 in our engineering team. For us to have 400, I don't think means like Meta's. I'm not sure that means that Meta's not making good use of AI or if we hired more engineers. But you should be getting leverage from these platforms. And then the thing is, MNTN in particular, we have multiple engineering teams going. So we have a team dedicated to creative, a team dedicated to small business, a team dedicated to mid-size, a team, another team.
It's really siloed, and I thought one of the big themes of these platforming futures is everything, there aren't silos anymore. We're breaking down silos so these tools can be used for.
We build off a common code base. But the needs, if you are a small business, emerging company, you don't even yet have product-market fit, then that's very different than—I'll use a random example—WeatherTech doing $100 million in revenue. And so the underlying technology forms common. But the go-live cycle, the knowledge of the marketer, the level of control they want is a little different. So we found in our engineering effort that having common code but tailoring the product experience a little more specifically to the specific needs of where that company is in their journey is helpful. And again, we have the creative AI team is just doing something entirely different than the team building our Performance TV platform. They have to be separate teams. Like the creative AI team is orchestrating multiple AI models to produce professional-level creative. That's a very different goal.
It can almost be.
It's done through Quick Frame. I didn't think you did that in-house. I thought it was all through Quick Frame and it's paid for by the client.
No, with Quick Frame AI, that is a platform that we launched five weeks ago, six weeks ago, and already over 5,000 people have logged in, created an account, and started building using it and things like that. That is technology built by MNTN, orchestrating multiple generative AI models to produce professional-level creative for businesses.
So that's the cost you brought on the balance sheet, because it used to be that Quick Frame was like an independent contractor, and your clients would pay those independent contractors to make creative. And you only got the revenue side when they brought in a commercial. But now you've added a big piece of cost because now you're doing a platform for content creation.
Yeah. We always are investing in tech. I mean, I think in the ad tech industry, it's really important. Like the best companies generally correlate to the ones making the heaviest investment in technology. So we didn't bring on more people. Like if you want to use an independent creator out of our Quick Frame marketplace, that person remains independent. I think the way to think of it, a real simple comparison, when I describe Quick Frame, I describe it as Uber for creative. Here's a marketplace of creators that will help you build commercials. Quick Frame AI is like a robotaxi version of that same thing. Now you can do it yourself, and you don't need the independent creator. Or you can still use the independent creator and use it. But remember, 97% of our customers don't have a TV ad when we meet them.
We feel it's really important we help them solve that problem, and that's what we've done through Quick Frame and Quick Frame AI.
How's adoption been? I know it's a new product, so maybe it's too early to tell. What's your gut feel about how many people will use which solution?
The adoption right now has been really good. Like I said, over 5,000 people already have logged in and use Quick Frame AI. We're doing a series of rapid releases that we'll be announcing and updating numbers on how many people are using it. I believe over time, approximately half of the people who use Quick Frame AI and use AI tools will still involve an independent creator, just because even if it's really easy, they're busy. And so they're like, "Well, if I can just pay someone a few hundred dollars to do this for me, I would rather do that.
Maybe those people use the AI tools to make more versions or make more customization.
Exactly. Right. So we've been training the, again, Quick Frame's a division of MNTN. We've been training those creators and getting them live on Quick Frame AI and now sending them business. And so when you're using Quick Frame AI, there's buttons in there that just say, "Do you need a pro?" And you click that, and we can connect you with an independent creator. We'll help you with the AI tool. And we think that's great. It's awesome.
It's like the best of both worlds.
Exactly.
OK, great. OK. I mean, well, I had a guy on stage like a couple of sessions ago, and he was saying sort of he thinks the Open Internet is dead. And I'm wondering how you are what you're seeing in terms of traffic downdraft because of Google Search moving to answers.
Yeah. So MNTN doesn't quite operate in that arena.
Is there a DSP?
Yeah, yeah. That's more like display ads and things like that. So our arena is more e-commerce and so forth. So consumers who are going to purchase, what we're seeing is they are going to the brand, and they are still purchasing, whether that be to the website or to a mobile app. I mean, I'm obviously using the internet like everyone else and getting AI answers on Google and stuff like that like everyone else. So I think.
And I guess CTV is largely immune from some of these search problems. So it's a different platform. So you're a little immune. OK, that's good. What are the biggest shifts over the last 12 months? What's the biggest shift on the client side that you've seen, like on the customer side?
I mean, for us specifically, we just see like the customer is more knowledgeable. So a few years ago, a lot of our sales and marketing effort was educating the customer that you can be on Bravo or Disney+, and that you could, like this medium, which I think people inherently believe is a powerful medium. It's the biggest screen in the home to put your brand on, 30-second uninterrupted, but now highly targeted, highly measured. We were having to educate people that it was possible for you to be on the medium. I think the market is going early adopter to the mainstream right now, where now you go to marketing conferences, and there are topics, what's the best way to use Performance TV? And so that's big. And obviously, we want to be number one on people's short lists for being their first step in the Performance TV.
One of the ways that you're like a walled garden or similar is that you have unique supply that people can only get to through you. So you have that similarity with a walled garden. Talk about those suppliers. Like I think you get inventory CTV for Fox and Paramount. Talk to me what's going on with suppliers, what's happening to rates. For a long time, you were getting lower and lower pricing for your CTV ad units every single quarter. What's happening with pricing? What's happening with sales from that line, the supply side of it?
Yeah, so we have direct partnerships with virtually every streaming source of inventory, and so these are.
But not Netflix.
We hope Netflix will go live this quarter. Not Netflix as of now, because their tech platform is not fully ready yet. They've chosen to build a tech platform, so that's kind of slowing things down. And so those relationships are Disney, Warner Bros., Paramount. I'm not going to name all of them, but just to give it, yeah, Peacock, Fox, all of them. And so those relationships are what's referred to in the industry as private marketplace, meaning we have direct relationships with them, generally at the highest levels of those organizations. The reason for that is 97% of our revenue is net new revenue. This customer was not previously spending. One real example, they weren't advertising on TV before. Now they are. That's new revenue into the industry. And so it's very valuable. And MNTN aggregates it all together.
So to some extent, to the customer, we're almost like a walled garden for the whole industry. And then to the industry, it's great because they are not good at selling the small, mid-sized businesses. And MNTN has done that, I believe, very successfully. So those relations are very healthy. In terms of pricing, it's pretty consistent. In terms of availability, I believe it's continuing to grow. I've seen.
Because we're getting downloads and subscribers, so you would think inventory would be tighter for them, and they'd have less excess inventory to sell to you.
Yeah, but there's some of that. But in terms of the overall growth, it's still growing. In other words, the shift from linear TV to streaming is still occurring. It essentially occurs at the rate people move. I don't think that many people move and say, "Yeah, let me get another cable subscription." Right? So at the rate people move in America or get a new place to live, if they are not already on streaming, they add more streaming. And that's still growing. And so we continue to see growth in supply. And there's new sources of supply. A year ago, there was no live sports. Now there's live sports like growing at leaps and bounds. We have access to that. Pause ads is something new.
But that's a new ad category, not a new supply source.
The customers are seeing that as like a pause ad is when you pause your show, now you get an ad that just stays on the screen. And it performs really well. And our customers are viewing that as part of their overall mix. So we.
Your customers mean the.
SMB.
No, your customer meaning the SMB.
The SMB. They like those ad units. And we partnered, I think we announced with Magnite a few months ago, partnering on pause ads.
What does that mean? When you partner with Magnite, what does that mean?
That means that a number of networks were leveraging Magnite to make that available because there's technical components to it. And so we announced that we were making pause ads available. And that came into the and our customers are happy with the results, meaning the SMB brands, and we're happy. But there's lots of new sources of inventory, was the overall point. And overall, this migration to connected television is still very much underway.
Happening.
Yeah. And by the way, it hasn't occurred that much internationally. So MNTN is 100% U.S., but the international markets are a few years behind. So they're eventually going to catch up also.
When I think about growth, I mean, it's inventory that you have available times CPM, like for pricing. So is Netflix the next big inventory growth source? Is it the last one that you can get?
Again, I think if I look at Disney, for example, a year ago, there was a moment in time where it appears mostly in the street. The Disneys, the Warner Bros., flipped from being like linear first to CTV first. There is still lots of growth in terms of the inventory. We're not supply constrained, and pricing is very stable. I mean, the overall story is actually pretty simple. You're an SMB business. You want to be on television. You don't want to hire an expensive agency. You don't want to call 25 streaming networks. You create an account on mountain.com. You are instantly live with targeted campaigns on every network. It's our job to make sure the cost sales campaigns remain reasonable and the ability to reach the consumer, which is what we're talking in terms of avails. We continue to do that.
So it's our job to make sure that supply side is stable and our job to make it so that the networks just get the benefits of this SMB market, and MNTN is doing the heavy lift.
But we're talking about the supply side right now. So you have HBO Max, right?
Yes.
HBO Max and Peacock, which are part of this whole drama of consolidation, does that affect your supply by them when they get distracted by something having nothing to do with anything relevant?
No. I mean, at this point, our sales rep at both of those companies is the head of advertising because we're one of the bigger customers. And they still.
They just renew. They don't get distracted.
Yeah. No, they have a revenue target to hit. It doesn't matter what's going on on Wall Street. They still have revenue targets to hit. And the head of sales, they hit the target or they find a new job. So they're not getting distracted.
So they're getting you to help them. Do you see your inventory going up at these places or down, or is it the same?
It's going up. I would say four or five years ago, the number of the scale of this stuff is insane. The number of impressions that were available in the market was maybe 400,000, period, for the whole industry, whether it's to us or to anyone. It was about 400,000 impressions per second. Now that's approaching four million per second.
What about your ad avails that's available to you through all of your partners?
It's the 4 million. We have available to us to buy 4 million impressions per second. And so it's been a massive increase over the last few years. Now we're.
So MNTN has as much access to these guys as Trade Desk does?
Yes. It's the same. There's no difference.
It's like a DSP.
Yeah, yeah. It's a programmatic.
You can outbid them because you're tied to performance. Sometimes you can bid higher CPMs, but that doesn't make sense. If you're tied to performance, you should be getting cheaper CPMs.
Well, so we do have very favorable pricing because we're a new source of revenue for the industry. That being said, a Trade Desk campaign might be for the example I gave earlier, T-Mobile. So T-Mobile wants to reach everyone. Our campaign wants to reach specific people. When we see that specific person, we may bid higher because we know what the value of that person is. It's not a reach campaign. It's a performance campaign to hit revenue goals.
What do you think your secret sauce is at MNTN? Is it just this aggregation idea and the fact that you're onboarding so many small and medium businesses that you don't have a competitor for, essentially?
Yeah.
Is your secret sauce your monopoly in your customer target market?
I think it's two things, so the most important technology that we provide is the targeting. Picking the right consumer is just critically important. If Onewheel runs a campaign on our platform and we don't serve ads to people who are willing to ride that thing in Central Park, then you wasted the money. So you just have to be able to pick the right consumers for each specific product being marketed on our platform. That's something that Meta does really well. Obviously, Google, you tell them what you're interested in through your search terms and AI terms. Meta is so good at targeting that a lot of people say, "I swear they're listening to my conversations." They're not wiretapping your phone. Everyone in America has just really good targeting. For MNTN, the most important thing is picking the right consumer. Second is high-quality creative.
The creative has to tell a story the consumer is going to respond to, so thus our investment in creative that we've always made, and then, yes, our partnerships with the networks at favorable pricing contribute to being able to reach every consumer, all the optimization, how often should the ad be served, to whom, when, all that, but the most important thing is sort of targeting and creative.
When you think about the competitive environment, how do you think about it? You have a monopoly in these small and medium businesses. Is anybody coming after you? Do you just have this market locked up for definitely?
Yeah, there's some startups that are definitely kind of see the market. People recognize Performance TV is now a term. You go search on it. It's a term. If you go search on it, it often references MNTN because we have the longest history of we created the term.
By the way, this word performance means something very specific to you. People use the term, but they don't mean performance the way you do.
No, I agree.
Right. Like they're using performance very broadly.
Yeah, I agree.
Which sells better than just CTV.
Right. So if the CMO of a large brand says performance, everyone might know this old adage that brand marketers used to say, which is, "I know I'm wasting half my budget, but I just don't know which half." So if you hear a CMO of a big corporation, they mean like, "I'm wasting less of the half." In our case, they mean, "I'm hitting a revenue target using Instagram, Google, and MNTN." Like I have revenue numbers that I have attributed revenue. I have a revenue plan, and MNTN is a portion of it, and search is a portion of it. And Instagram and TikTok are a portion. It means something very different.
Performance means revenue.
It means sales.
Sales, basically. It means sales.
Exactly.
Which is like, I would say, the highest standard of what performance is. I mean, there can be other metrics like ROAS goals or site visits or website visits or in-store, but you really do sales.
Yeah. And so now getting back to your original question, competition, that is hard to compete in. That is.
Amazon does this.
Amazon does it for their search business.
Oh, and they're not for Prime. Well, for Prime. Prime Video, it ties to performance, too. It's on its own platform.
Somewhat. We're not yet seeing, I think, if Amazon wants to come into Performance TV, that just means it's a big market. So great. And we have done very well. We offer a lot of technology and so forth. We're not yet seeing competition there, but I wouldn't say they wouldn't. And if they do, again, it's a big opportunity and there's room for both of us to do very well.
I thought that we did have Amazon selling CTV ads with the promise that they would give two weeks later what the sales lift was compared to pre-advertising on Prime Video, which I would call performance CTV within the Apple perimeter. I'm sorry, the Amazon perimeter.
Yeah.
You compete against that, don't you?
No. Our customers won't wait two weeks for data. They're not just going to look for sales lift. They want specific attributed orders, like what this person purchased and they received this ad at this time within this period of time. That's the data they get from Google. That's the data they get from Meta, TikTok, and from MNTN. Amazon, I think, is still that's geared a bit more towards larger companies. The SMB business, they just literally can't afford to wait two weeks.
They wait a day?
It's real time.
It's real time. But I have a really good question. If somebody sees a CTV ad and somebody buys something the next day, what if they buy something three days later based on the same ad? You just don't get credit for that?
No, they control those windows of time. If they have a 21-day so we have a customer, HexClad. They have average sales cycles 21 days. That's Gordon Ramsay.
So they wait three days. They wait three weeks.
They wait.
So you're whining that Amazon, my guys won't wait two weeks. You're saying Gordon Ramsay, they wait three weeks.
No, but they're getting it updated in real time. So the ad might have started. But some of those customers are buying immediately. I own HexClad.
But they aggregate the full three-week frame, is what you're saying?
Right. Again, I think the question is, are we seeing competition from Amazon?
That is my question.
Right. OK. Not yet.
That doesn't make any sense to me. That answer doesn't make any sense to me. If they're doing performance CTV on the Amazon perimeter, how can that not be competitive to you doing performance CTV in the open area?
Well, there's a few different reasons. One is these customers have.
The customer base are different.
The customer is very different. Right. So we're just not seeing too. Our customers don't have TV ads. We had to also solve the creative problem for them.
They do over at Amazon.
Right. Right. So I think, again, we may see competition from Amazon in the future, which is fine. We're just not yet. But now Amazon search business, that's very different. The search business is if you search on amazon.com, the world's second largest website, they have a whole search business. We also don't see competition there. But Amazon does know performance marketing, and they do have Prime. That just hasn't reached the SMB market at scale yet.
All right. So if you don't, you may have the same product, but it's a big enough market that you don't trip over them because they're focusing on bigger fish.
Yeah, and I think at this point, the products are not quite the same yet, but that could change in the future.
Fair enough. One of the things that was really interesting is you guys do really good thought leadership. And so one of the things you guys published this week or maybe last week during CES was this piece from MNTN. It was showing things like 81% of viewers stream directly on smart TVs, and 54% say it's their primary device for watching content. My question is, one of the things we're showing at CES is vertical screens, like these screens that pivot.
Yeah.
Do any of your clients have an interest in vertical screens, which then comes from like an Instagram or a TikTok to you? Is that a demand you're seeing from clients?
Not yet. Because the thing about when we're talking about connected TV, I mean, this is not like someone on their social feed. These are the professionally created content costs hundreds of thousands to millions of dollars an episode. I always say, no one goes out to dinner and says, hey, let's talk about the podcasts on YouTube. They want to talk about the season premiere of Landman. They want to talk about NFL game. They want to talk about these. And it's just a very different entertainment experience. I think it's still predominantly horizontal. And so we're not seeing customers that are saying, hey, I want to, I think Meta announced they were going to have like an Instagram announcement or TikTok. They have a TV channel. But we're not seeing that bleed over into television.
Like, sit on the couch. TV is on three hours a day with high-quality content and high-quality ads associated with that content. So we're not seeing that yet.
So one of the things we're seeing that's sort of new is like MrBeast, which comes from the user-generated side, now is coming into old, like old media, because that's where the money is. Is that something that you would think of expanding into, going into, let me call it influencers that have video that you could sell inventory into? Or are you trying to stick to premium video streaming?
No, we've actually been working with influencers, especially since the introduction of Quick Frame AI. So I do think that there is some crossover between social and television. In other words, so like last year's Super Bowl, Poppi is a soda brand. They had a commercial that was just filled with some of the biggest social media influencers in the world. And I actually said, I said this, I think we might have been on a CNBC appearance together. And I said, that's the first ad to not only sell the brand, but to sell the company. Because the company got bought like five weeks later for hundreds of millions of dollars. And so this crossover between social and TV, I think, is going to be a theme. But that's a little different than the question about the vertical screen.
And we actually like that because we want our customers to be able to have ads that have social media influencers in them and things like that. And also potentially a TV ad might cross over into their social media feeds. So I think that is a trend that's just different than the vertical screen we were talking about.
Right. Yeah. And I was actually asking about whether generative AI lowers the cost for influencers to do video, higher quality video, short form probably.
Absolutely. Absolutely.
And then, does that allow you to create a new? I'm concerned about the total addressable market. Because what you just said is once you add Netflix, you sort of got everybody. Right? So the question is, if I want more units times higher price, the one way to get more units after you add Netflix would be to move into influencer video. Yeah. And there are going to be a lot of influencers doing video with generative AI.
Yeah. I mean, I'm not really concerned about the total addressable market. There's at least a million companies in the U.S. that can be leveraging Performance TV. But I think in terms of getting the consumer's attention, the social media influencers can play a big role in that. And your point about how can we bring down the cost of creative, next week we're announcing Quick Frame AI 2. One of the features in it is you now have casting, saveable characters across multiple commercials. And we.
Like, spokesman kind of.
Yeah, yeah.
Like the T-Mobile office has a spokesman.
Right. And those characters are going to now have model sheets so you make sure another brand is not using the same character. And we'd love to fill that with social media influencers as some of those characters. Yeah, real people. And they basically license their likeness.
That's a good idea.
Yeah, and then.
Because they have followers, and their followers will believe them.
Exactly. So I do think social media and TV are going to cross over in terms of people.
One of the most interesting things I saw at CES was these things called digital clones or digital twins.
Yeah.
And so you could take an influencer, put it into the digital clone with your tech stack. And then the influencer doesn't have to be there. He still gets a license fee, but he's off doing something else. But his persona is selling to, in your world, selling to CTV.
Yeah. The rate at which the technology so we've talked about Quick Frame a lot. So just to summarize, we're orchestrating, meaning Quick Frame AI, multiple AI models using the best features of each, where you can have different AI models in a single commercial. So you can have Scene 1 has products in it and uses Gemini. Scene 2 uses the open-source model. Scene 3 uses Sora. And we're orchestrating those together and making it easy and accessible. That's our value add. And the rate at which we're seeing this advance, you know, we took a commercial, a previously filmed commercial, a camera-filmed commercial for a major brand. We took a still of two actors in the commercial. And then we took a Google Maps picture of a store in Union Square in San Francisco.
We had those actors walk across the street using AI technology directly in the store, and they weren't there. We just literally took them. You could not do that a year ago. You couldn't even do anything actually, a year ago, you couldn't even create a usable set of video. Now you can do that. This is evolving.
A year from now will be better.
Yeah. It's evolving very quickly.
I like the idea of having digital characters. I mean, some of them MNTN could make so you don't have to pay a license fee.
Yeah. It's pretty cool. You'll be able to see it next week.
Oh, that is really cool. OK. Any questions from the audience? Yes, sir.
Hey, Mark.
How's it going?
Good. When you look at the marketplace, focus on e-commerce, how much of the SMB market is penetrated by MNTN today?
It's thousands. It's starting to move into tens of thousands versus, I think, one to one and a half million. Meta's at something like 10 million, but that includes boosting a post, like a pizza shop boosting a post. But we think they're so we're literally single digits.
Single digits.
Yeah.
If you look at the customers that you've had for a while, what share of wallet do you get from them?
We generally settle in at somewhere between 12% to maybe on the high side, 15%, meaning 15% of their overall media budget allocated to MNTN. Meta is highest in the industry. We think it's close to the 25%, and Google is somewhere in the middle of those two, and that's one of our focuses for this year is continuing to expand share of wallet. That's just the customer is betting their revenue, and so that's them just continuing to see great results and having confidence in MNTN's scale and ability to continue to grow and execute.
So they just gradually throw out one of those based on success?
Yeah. Usually what happens is that they start with a test budget, and then it ramps pretty quickly. Then it kind of levels off for them to go and validate how much of this is incremental, how much stuff like that. And then once they get and that process, so it's three-month test, maybe one to three-month kind of validation phase. And then they do another growth phase. And what we want to do is increase the amplitude of that second growth phase to make it bigger and bigger to get kind of there. But we're pretty happy with where we are in terms of Share of Wallet. But we still think there's room to grow.
And I'm going to call it there because we're up against time. Thanks so much, you guys.
Thank you.
Thank you, Mark.
Thank you.
Oh, great. Great.