Ryan Reynolds’ advertising firm MNTN is eyeing Morgan Stanley for a 2025 IPO

MNTN, a company that sells targeted TV advertising technology, may be partnering with Morgan Stanley in an initial public offering (IPO) as the company considers its future.

MNTN has already expanded significantly in recent years acquiring Hollywood star Ryan Reynolds’ agency, Maximum Effort, in 2021, and raising $119M in Series D funding in 2022. Following the acquisition of 2021, Reynolds took over as chief creative officer.

Changing from a private to a public company allows a business to raise money from public investors. It is the job of the bank to set the price of the IPO, find out how much the company is needed, and evaluate the best time.

People familiar with the matter, who asked not to be identified, told Bloomberg News and shared that the expected timeline for the transition is early 2025. According to the article, the sources explained that the details of the agreement are being worked out and that the timing, as well as the banks involved, may change.

Fast company contacted MNTN and Morgan Stanely to confirm the news but did not immediately hear back.

Reynolds, who spoke last week at Fast Company’s Innovation Festival, has a unique product idea. You just told Fast company that like-minded brands, “acknowledging and playing with what’s happening in culture, as close to real-time as humanly possible—there’s probably no better way to create the foundation for your company’s earned media attention.”

With Reynolds at the creative reins, MNTN has shifted to quick, slick commercials, sometimes released in as little as 48 hours. He calls it “fastvertising.” But sooner or later, the marketing software platform sees itself redefining how advertisers can reach customers, making “running TV ads as easy as searching and connecting with people [helping] brands drive measurable conversions, revenue, site visits, and more,” as the site elaborates.

“MNTN Performance TV is the world’s first and only Connected TV advertising platform optimized for direct response marketing goals.”