[MNTN](https://www.businesswire.com/news/home/20250630540712/en/MNTN-and-ZoomInfo-Announce-Partnership-to-Revolutionize-B2B-Advertising-on-Television), an ad-tech firm focused on Connected TV, is partnering with [ZoomInfo](https://ppc.land/mntn-partners-with-zoominfo-to-bring-b2b-advertising-to-connected-tv/) 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](https://ppc.land/nielsen-launches-ctv-tracking-within-ad-intel-platform-starting-august-in-germany) and [Google enabling IP address targeting](https://ppc.land/google-to-leverage-ip-addresses-for-ctv-advertising) for streaming ads. Meanwhile, the streaming ad market itself is in flux, as [Amazon Prime Video’s ad tier drives down costs](https://ppc.land/prime-video-ad-tier-drives-industry-wide-streaming-cost-reductions) across the industry.