11/4/2025

speaker
Operator
Conference Call Operator

Hello and welcome to the Mountain Third Quarter 2025 Results Conference call. After today's prepared remarks, we will host a question and answer session. If you would like to ask a question, please raise your hand. If you have dialed into today's call, please press star 9 to raise your hand and star 6 to unmute. I would now like to turn the call over to Brynlee Johnson. Please go ahead.

speaker
Brynlee Johnson
Head of Investor Relations

Good afternoon. Thank you for joining us for Mountain's third quarter 2025 earnings call. With me today is Mark Douglas, CEO, and Patrick Poland, CFO. Just to remind everyone, today's call includes forward-looking statements that are subject to risks and uncertainties, and actual results could materially differ from those anticipated in these forward-looking statements. For the risks and uncertainties that may affect future results, please see our most recently filed periodic report which is also available on our website. We will discuss non-GAAP financial measures on today's call. Reconciliations of these measures are available in our earnings material on our website. With that, I'll turn the call over to Mark. Please go ahead.

speaker
Mark Douglas
Chief Executive Officer

Thank you for joining us today. We had another strong quarter with revenue and adjusted EBITDA growth as well as positive net income. But before we get into the numbers, I want to take a step back and talk about what makes Mountain different, why this moment in time is so exciting, and where our next stage of growth is coming from. because understanding mountain is key to understanding our results and this quarter's success is a direct reflection of our strategy and technology i founded mountain with the mission to democratize television advertising For decades, the industry has been dominated by the 200 biggest advertisers, big brands with big budgets and big agencies to support them. We built Mountain for everyone else. Mountain is focused on the millions of other small and medium-sized businesses that never thought they could afford to advertise on television. One thing I've said before, but you'll hear me say over and over, 97% of Mountain customers have never run a TV ad before coming on to Mountain. This means we're bringing new people to TV advertising and creating our own category. For years, these small to medium sized businesses have served as the real growth engine of digital advertising because they are focused on one thing, performance marketing. They expect their advertising investments and platforms to be measurable, targetable, and as ROI driven as search and social. TV could never be bought or measured the way digital could, and that kept a lot of businesses shut out of one of the biggest opportunities in marketing. That changed when we built Mountain Performance TV, a self-serve platform that makes connected TV measurable, accessible, and performance-driven. Today, mountain advertisers can launch campaigns across more than 200 premium streaming networks like CNN, Paramount+, Bravo, ESPN, and more. They can target audiences using real intent data powered by AI and measure actual business outcomes like site visits, conversions, and return on ad spend. That's a monumental shift for television advertising. transforming TV from a branding medium to a true performance channel. Let's not forget television is still the most powerful medium in the world. Every day, more than 5.5 billion people watch TV for an average of three and a half hours. more than the nearly 4 billion who use social media, and more than any other form of entertainment. It's what people talk about at dinner, not the video they scroll past on social media, but the season premiere of Landman, the finale of White Lotus, or that last game of the World Series. And the way we watch TV has fundamentally changed. Connected TV is now the fastest growing segment in all of advertising, and it's not slowing down. Yet, despite that growth, CTV remains under-monetized because most of the spend still comes from a small number of large brands. TV had never traditionally been considered performance channel, only brand. We're changing that. Mountain is bringing the small business revolution to television, just as Meta did for social and Google did for search. More than 80% of digital ad spend on these platforms still comes from small and mid-sized businesses. But TV has historically been out of reach for them. We're opening that door and unlocking the next wave of growth for connected TV. Streaming TV captures the attention of consumers with professionally produced content that costs millions to make. And now with Mountain, every business can reach their next customer alongside that same premium content. It resonates in a way that other media just can't. That's the magic of television. And now with Mountain, every brand can be part of it. Our performance TV platform is the most advanced software and connected TV, and it makes getting an ad on TV simple. Advertisers can launch, manage, and optimize campaigns entirely on their own in a self-serve environment that delivers real-time results. Everything is automated from targeting to optimization, bringing the precision and accountability of digital performance marketing to television. Performance TV gives advertisers of every size the ability to run measurable performance driven campaigns across the best and biggest streaming networks in the world. And we didn't stop there. We've also removed one of the biggest barriers to TV advertising, creative. While creative might seem like a commodity, for our customers, it's an on ramp. a critical enabler that helps them get started quickly and stay engaged within our ecosystem. So we built a complete suite of creative tools to meet every brand where they are. It started with our acquisition of Quick Frame, which connects brands with a marketplace of over 5,000 vetted video professionals quickly and affordably. It expanded through our continued partnership with Ryan Reynolds, George Dewey, and the Maximum Effort team. Then last week, we took that even further by launching the public beta of Quick Frame AI, a new platform powered by the best generative AI models out there that lets advertisers create complete TV spots in minutes. We've lowered the barrier to creating an ad, a huge enabler that accelerates how quickly businesses can launch a mountain and bring their stories to TV. It's simply helping more customers say yes to television. As we scale, our buying power and optimization technology drives lower cost per view and therefore stronger returns for our clients. The more advertisers that join Mountain, the more efficient the platform becomes. Our buying power drives down costs, our optimization technology improves performance, And as our customers see stronger return on ad spend, they invest more. That creates a virtuous cycle. Scale drives efficiency, and efficiency drives growth. And because our model scales with efficiency, not headcount, every new advertiser strengthens our unit economics and improves performance across the entire network. The true definition of a flywheel effect. And as a result, our performance TV business has averaged 39% year over year growth for the past six quarters. And our customers are seeing great results. Take Zazzle, a fast growing e-commerce brand that sells personalized apparel, and HomeGoods. They started testing Mound last summer. What began as a small trial quickly became a core performance channel, with spend more than doubling year over year, verified visits up over 120%, and a return on ad spend consistently above 20x. Zazzle is a great example of how performance driven marketers can start small, see measurable results and quickly scale in the television and meaningful levels of investments. Then there's Guesty, a hospitality software brand that never thought TV could reach their niche target audience of property managers and vacation owners. With Mound, they found they could. They started small, tripled their investment, and now drive tens of thousands of site visits each quarter with strong efficiency. Both brands also rely on Quick Frame for their creative, showing how our ecosystem gives small teams the speed and scale to compete and win like big advertisers. There are three key pillars that define our business and form our competitive mode. First, Mountain is purpose-built for small and medium-sized businesses. Ad tech can be incredibly complex. Just look at those Loom Escape charts full of logos. Our customers never see that complexity. Everything they need, targeting, measurement, and campaign setup is built right into one simple platform. And when a company sees themselves on TV for the first time and sees the incremental revenue it can generate, it's a magical moment made by Mountain Performance TV. Second, we built direct connections to more than 200 premium streaming networks. Because 97% of our advertisers are new to TV, we're bringing incremental revenue to the largest media companies and delivering the best premium content to our customers. And then have I mentioned 97% of Mound customers are new to TV? Nearly every customer who joins Mound needs their first TV commercial. We built the resources to make professional creative accessible to everyone. Together, these three pillars make Mountain unique, built to drive real performance for SMBs, connected to the most premium content, empowered by best-in-class creative solutions. Because of these, we're leading the category, transforming television to the next great performance marketing channel. Every new mountain advertiser, every new TV campaign, every new creative made through Quick Frame AI reinforces the same belief we started with, that great ideas and measurable performance shouldn't be reserved for the biggest brands. We're executing against a massive opportunity, transforming the largest and most influential medium into a measurable performance-driven channel. With strong customer growth, expanding margins, and continued innovation across our platform, Mountain is well positioned for sustained profitable growth. We're successfully building the next generation of performance marketing on TV, and I'm very proud to do it. Now turn it over to Patrick to discuss our third quarter results in more detail.

speaker
Patrick Poland
Chief Financial Officer

Thank you, Mark. We reported strong third quarter results delivering on our prior revenue guidance and exceeding our previous adjusted EBITDA guidance. Our solid performance reflects continued customer adoption of performance TV, particularly by small and mid-sized companies that had not previously advertised on television. Our third quarter revenue increased to $70 million, up 31% year over year after adjusting for the divestiture of Maxim Effort on April 1st, 2025. Please note we included a table in our press release and in our investor presentation that breaks out our growth over the past several quarters, both including and excluding the prior year's contribution from Maxim Effort. On a gap basis, which includes the prior year's contribution from Maxim Effort, total third quarter revenue grew 23% year over year. Gross margin for Q3 increased to 79% compared to 72% in Q3 of 2024, an increase of 720 basis points. We continue to drive additional gross margin improvements across our core business and believe we have a number of levers that we can use to maintain and grow our gross margin on a year-over-year basis. The table we included in the press release and in our investor presentation also breaks out the gross margin contribution from Maxim Effort. You can see that of the 720 basis point year-over-year improvement in our reported gross margins, our core PTV business improved over 400 basis points with the balance coming from the impact of the Maxim Effort divestiture. As you can see from the table on our earnings release, at the end of Q3, we had 3,316 active PTV customers when measured over the trailing 12 months. On a year-over-year basis, this represents growth of 67%. Recently, we have made inroads moving down market into the SMB market opportunity, which we believe is a testament to the strength of our platform and to its applicability across companies of all sizes with performance marketing budgets. This initiative has helped support the strong growth of our customer base. Accordingly, our calculated Q3 ARPU, which reflects this increased mix of smaller customers on our base, was $20,904, in line with our expectations. Our expansion rate, which measures the spend of our current customers as compared to those same customers spent a year ago, is quite healthy. and remains well north of 115 percent demonstrating that when our customers achieve their desired returns on advertising spend they continue to increase their budgets with us total operating expenses for the third quarter were 47.7 million dollars we achieved positive net income of 6.4 million for a gap eps of nine cents a share of note this was the company's first quarter of GAAP profitability in the last four years. Adjusted EBITDA was 16 million, up from 10.5 million in Q3 of 24, an increase of 52.9%. The company's adjusted EBITDA margin grew to 22.8 compared to 18.3% in Q3 of 2024. This improvement was driven by increased revenue and gross margin expansion and demonstrates the leverage inherent in our model. We will continue to invest strategically in sales and marketing and R&D to support future revenue growth while remaining focused on delivering operating leverage. Our balance sheet remains strong, and we ended the quarter with $179 million in cash and cash equivalents with no debt outstanding. We entered the quarter with 73.2 million shares outstanding. Looking ahead, we remain confident in our momentum and the underlying health of our business. For Q4, which is typically a seasonally strong quarter for us, we expect revenue in the range of $85.5 and $86.5 million, representing a 34% year-over-year growth rate at the midpoint of $86 million when normalizing for the effect of the divestiture of maximum effort. This translates into a reported gap growth rate, which includes maximum effort in the year-ago comparison of 23.2 at the midpoint. We expect adjusted EBITDA to be between 25 and 26 million, reflecting continued leverage as we scale the business while continuing to remain disciplined in our investments. Our Q4 guidance implies full year 2025 revenue between 288.5 million and $289.5 million, representing 35.5% year-over-year growth at the midpoint when normalizing for the effect of the maximum effort divestiture and 28.1 year-over-year growth on a gap basis. 2025 adjusted EBITDA would be between 64.9 million and 65.9 million for a EBITDA margin of 22.6 at the midpoint. To wrap up, we delivered another solid quarter and believe Mountain will continue to gain market share in the massive performance TV market. We are confident that our future growth initiatives and the strength of our operating model will position Mountain to drive continued growth and profitability. With that, we will open the line for questions.

speaker
Operator
Conference Call Operator

We will now begin the Q&A session. We ask that you limit yourself to one question and one follow-up. If you would like to ask a question, please raise your hand now. If you have dialed into today's call, please press star nine on your telephone keypad to raise your hand and star six to unmute your line. Please stand by while we compile the Q&A roster. Your first question comes from the line of Cheyenne Patel with Susquehanna. Please go ahead.

speaker
Cheyenne Patel
Analyst, Susquehanna

Hey, guys. Good evening, Mark. You mentioned that you guys are averaging almost 40% year-over-year growth over the past six quarters, which when you look at the overall market that you're in, it's by far the highest growth rate in CTV. Can you just talk about what's driving that and then how you think about the runway ahead of you from here? Thank you.

speaker
Mark Douglas
Chief Executive Officer

Sure. Thanks for the question, Shyam. So there are a number of growth drivers in place for the business. And so I'll start with the business ones first. You're seeing accelerating new customer growth. So that's as a result of our continued investment in marketing and sales, as well as our expansion in the small business. Our expansion rate is well north of 115%, meaning new customers are spending more over time. And we have a really efficient go-to-market motion. So, approximately three years ago, 2 percent of our leads were inbound. Now, that percentage is north of 75 percent is inbound. That's a direct result of our marketing investment. But there's also technology, so improved targeting, the amount match, which is our AI targeting system. We have partnerships with over 200 premium streaming networks, so we have the right content. And now I think Quick Frame AI is really critical. You can get true 30-second professional quality videos using AI technology, and we have a number of partnerships for that. So all of that combined is driving the growth and is going to continue to drive the growth. And we're really early, by the way. I mean, this market is huge, and we're really just at the early stages of really monetizing this market to the levels of search and social. So we're pretty excited about that.

speaker
Cheyenne Patel
Analyst, Susquehanna

Great. Thanks, Mark. Sure.

speaker
Operator
Conference Call Operator

Your next question comes from the line of Robert Kuhlberth with Evercore ISI. Please go ahead.

speaker
Robert Kuhlberth
Analyst, Evercore ISI

Great. Thank you so much for taking our questions, and congratulations on the solid results. I wanted to ask about your expectations for the QuickFrame AI launch. How do you think that could impact your close rate, your time to get customers up and running, and then also maybe the rate of creative refresh for your existing customers as well? And then secondly, just wanted to ask about the sales and marketing expense in Q3. It looked like that ticked down a little bit sequentially. Just curious if that was increased efficiency or maybe a timing difference around the QuickFrame AI launch. Anything else you can tell us about that? Thank you very much.

speaker
Mark Douglas
Chief Executive Officer

All right. Thanks for the question. So the way to think about QuickFrame AI is 97% of Mountain's customers have never advertised on TV before. So they don't have TV commercials when we meet them. And so we've always addressed that problem. We wanted to do even more. So the way we see it is Quick Frame AI is an accelerant. It's basically an enabler for our customers doing a few things. One, it's going to shorten the time to go live. So meaning customer gets creative faster, they can go live faster. It lowers the costs of the creative, like an order of magnitude or more. And because it's lowering the costs, we don't think that they'll save the money. What we think they'll do is they'll create a lot more creative. And so more creative equals more return on ad spend because now they can A-B test their way to the best messaging. and do that very cost efficiently. So this is really a critical part of our business. It's always been in terms of creative and now with Quick Frame AI, we're really excited about it. By the way, I encourage everyone go to quickframe.com to see Quick Frame AI. It's honestly a pretty amazing tool. So we're pretty excited about it. We literally launched it late last week. So we're very excited about it.

speaker
Patrick Poland
Chief Financial Officer

On your second question, Rob, yeah, the sales and marketing expense dipped down a little bit. I think it was 30.5% as a percentage of I don't think that – and the long-term target is 25 to 30. So we're kind of just outside the range, but we are going to strategically invest in sales and marketing. We're probably going to add some headcount. It'll be the first time in three years that we add headcount. And we also might do our own marketing. Again, as Mark mentioned, we're already north of 75% inbounds from using our own product to drive inbound leads. So we will do that, though, strategically and smartly. Great. Thank you.

speaker
Operator
Conference Call Operator

Your next question comes from the line of Andrew Boone with Citizens. Please go ahead.

speaker
Andrew Boone
Analyst, Citizens

Thanks so much for taking the question. I would love to talk about just the 4Q revenue guide and the acceleration that's built in there. Patrick, is there anything to call out as we think about the drivers of that? And then Mark, you talked about just the efficiency of go-to-market and Patrick, it sounds like there may be a slight increase in terms of sales and marketing as we think about kind of 4Q. Can you just talk about the efficiency of go-to-market and how we think about that net ad number going forward? Thanks so much.

speaker
Patrick Poland
Chief Financial Officer

Sure. So the guide is 85.5 to 86.5. So we're keeping a pretty narrow range. Midpoint is 86, Andrew. That would be 34% giving effect to the maximum effort divestiture. We're also guiding 25.5 at the midpoint for adjusted EBITDA. That's 29.7. adjusted EBITDA margin. It is our strong quarter seasonally and we just see a lot of opportunity in the quarter and frankly in the business as a whole.

speaker
Mark Douglas
Chief Executive Officer

Yeah, I'll add to that also. So because of how strong the marketing is on our go to market motion, we look at our marketing expenses there on essentially a monthly basis and make small adjustments either for new product or because we want to bring in maybe additional small business. So it's something that generally is trending the way we want, but we will adjust up and make small adjustments up and down quarter to quarter while still hitting the justity bid our targets that we're setting for the business.

speaker
Patrick Poland
Chief Financial Officer

Can you did we answer your second question, Andrew?

speaker
Andrew Boone
Analyst, Citizens

Just anything in terms of the onboarding of customers, anything around self-service or any other kind of change in terms of how you guys are kind of growing the net ad number and then how do we think about that going forward?

speaker
Patrick Poland
Chief Financial Officer

So Andrew, I'm going to correct you again, not self-service. The platform's always been self-service, self-sign up.

speaker
Mark Douglas
Chief Executive Officer

Yeah. So the platform like Patrick said self-service is always been a part of platform from day one. What you're seeing is as we go a bit more down market on small business, that's all self sign up. And so the meaning that that new customer doesn't in any way interact with our sales team, just like they might go to Google and create an AdWords account, they just go to Mountain. and create a mountain performance tv account and so all of that revenue as well as an increasing portion of our mid-market revenue comes from that investment in marketing where we're over 75 in terms of inbound the the percentage of revenue that comes from inbound leads thank you we still are getting great efficiency from our sales team even with the heads we're planning to have yeah

speaker
Operator
Conference Call Operator

Your next question comes from the line of Andrew Muroc with Raymond James. Please go ahead.

speaker
Andrew Muroc
Analyst, Raymond James

Hi, thanks for taking my questions too, if I could. So maybe building onto that last point a little bit. So on the PTV customer growth, Obviously, we have the emphasis on the S in SMB. Have there been any surprises relative to expectations in terms of the ability to onboard customers or their behavior once they've gotten onto the platform? And then separately, can you expand a little bit on your success in the agency business that you called out in the press release? Is there anything you've done there that specifically made agencies take note? Or is it more just like a general scaling of awareness and mountain in the maturity of the offering? Thank you.

speaker
Mark Douglas
Chief Executive Officer

Yeah, so I'll start with the small business. So small business was approximately 6% of our revenue in Q4 of last year. It's now 15%, three quarters later and still growing. The mid-sized market is also still growing. So the core of our business has always been mid-sized. We're layering in more small business and that's happening even faster. And as we just said, in answering the previous question, that the efficiency in doing that continues to grow. We're also just anecdotally, well, not anecdotally, we're measuring it, that mid-market is also just doing self-sign up. And what we're seeing in those cohort of customers is that spend is pretty strong. We expected the small business, once a customer comes live, the spend to grow at a slower rate than potentially a customer that came in talking to our sales team, but we're not seeing that. They're actually coming on board, spending well, and we're seeing that as a sign that the market, which is so nascent, in the size and the growth of the performance TV market, we see as a sign, plus some other things that the market is going from that moving from the early stage to a stage where, you know, where kind of get you reach whatever kind of referred to escape velocity, where people just know they need to be on performance TV. So we're pretty excited about that. And overall, we are really happy with the results we're getting in that sector. And we have a team dedicated to it also in terms of just that, the success of self sign up in that cohort of customers. And can you repeat your second question, Andrew? I apologize for that.

speaker
Andrew Muroc
Analyst, Raymond James

Yeah, no worries. Thank you for the answer on the first one. It was on the agency business. Anything there that you've specifically done to appeal to agencies? Or is that kind of building on that theme of just greater awareness and escape velocity?

speaker
Mark Douglas
Chief Executive Officer

Yeah. So we created a dedicated team. So agencies kind of grew for us organically. We were traditionally pretty much 100% direct to brand, which is unusual. I mean, I think we possibly were the only company that was 100% direct to brand for television because previously You always had an agency involved. Some of our customers though did have agencies and we just kind of organically grew those relationships and realized like this is a really healthy opportunity. Put a dedicated team on it. And the results we announced early in the quarter is kind of the results of creating that dedicated team. We have product coming that we think is particularly appealing to that cohort of customers. And these are independent agencies that are traditionally strong in performance marketing. These are the agencies that built their business on paid search, built their business on paid social, and now are signing agreements where, you know, committed agreements with Mountain using Mountain as a dedicated platform for performance TV. So we think that sector is going to continue to grow, and we have some product announcements in the future I think are going to be pretty interesting to everyone that is almost a direct result of some of the conversations we've had with those agency customers. Got it. Thank you. Sure.

speaker
Operator
Conference Call Operator

Your next question comes from the line of Rob Sanderson with Loop Capital. Please go ahead.

speaker
Rob Sanderson
Analyst, Loop Capital

Yeah. Hello. Good evening, everyone. Thank you for taking my questions. I've got two as well. Maybe we could stay on agencies for a moment. You recently disclosed that the agency channel, agency-led accounts, rather, are up like 4x. Now, is that like an effort to move more up market and bring in larger brands? I know, Mark, you just described that this is sort of growing organically because there's opportunity here. But you didn't really mention agencies in response to earlier question about demand drivers. So just want to get any color as to what you should expect or investors should expect from these new agency efforts as a driver of incremental demand in 26 and 27 and beyond.

speaker
Mark Douglas
Chief Executive Officer

Sure. So the way to think about this is traditionally what I think most people think about when they think agency, they think big ad agency, holding company like WPP, OMD, those kind of firms. They are big partners with other companies in the space because they're focused on big companies, big global brands essentially, and the budgets of those big global brands. The agencies we're referring to are independent agencies. There's literally thousands of them. 500 of the thousands are probably account for more than half the market. And again, they are focused on the needs of performance marketers. So businesses that are a mid-market businesses generally that are basically trying to be very successful with search, social, now AI, and also now performance TV. They're seeing Performance TV as an opportunity to grow their business, and what we've done is we've put a dedicated effort to making that successful, supporting them in that effort. We're supporting their marketing, their ability to explain Performance TV to their customers, and we're giving them creative credits that they can use to help customers initially get live. And so this is a kind of expanding channel for it. but the customers in the channel are still the exact same customer. They are mid-market brands, performance brands, in some cases, small business brands. So the profile of our customer is not changing, just we're getting access to another way to reach those new customers. And so it doesn't fundamentally in any way change the model, but it definitely somewhat accelerates the growth in terms of those mid-market businesses, especially the growth in their budgets.

speaker
Rob Sanderson
Analyst, Loop Capital

Yeah, it makes sense. If I could have a follow-up. Just several weeks back, you announced a partnership with Pubmatic. So I wanted to ask kind of where does partnering with SSPs sort of fit in? You've got direct relationships with 200 publishers, pretty comprehensive supply, but do SSPs kind of fill in gaps here and augment these supply relationships or what other benefits do these types of partnerships bring to Mountain?

speaker
Mark Douglas
Chief Executive Officer

Yeah. So we've always had partnerships with various SSPs. I think we announced a partnership with Magna, obviously with Pubmatic, the one you're referencing. We also announced a partnership with Magnite early in the quarter. They did a press release in terms of certain premium content, what's called pause ads that they had brought into the market. So the way those SSP relationships work, I think that's important to understand. Every streaming network, when we do a direct relationship with that network they are still running an auction and the SSP is the auctioneer they are the Sotheby's of that auction in this example so even when we say oh we have a direct relationship with for example Paramount Paramount is using one of these SSPs as the connection between their inventory and Mountain, even though we've negotiated terms and pricing directly with Paramount. So the SSPs have always been in place. Now, what we announced with Pumatic is we're very focused on premium and what we call super premium content. It performs really well. And our customers love it, meaning they're on the most premium television content. These shows cost millions of dollars an episode to create often. And so we want to get more and more of that supply. You're seeing live sports come online, pause ads. And so we're expanding our relationships across the board, not only with kind of all our content is premium and continuing that, but also specific opportunities to get even more premium content. We did that with Pubmatic and I think you'll see us continue to do that both directly with the streaming networks as well as with the SSPs who are the conduits between us and the streaming networks in terms of the actual movement of the ad impressions between, for example, in my example, Paramount and Mountain to bid on it and buy it. Thanks, Mark. Sure.

speaker
Operator
Conference Call Operator

Your next question comes from the line of Matthew Cost with Morgan Stanley. Please go ahead.

speaker
Matthew Cost
Analyst, Morgan Stanley

Hi, everybody. Thanks for taking the question. Two, if I could. Just one on, you know, the pace of customer ads. Is there any seasonality that we should be aware of in terms of the just gross number of or net number of new customers coming out of the platform? Because the guide would imply, I think, very strong customer growth in the fourth quarter. So I guess how should we think about contribution of user growth and should we expect a seasonal pick up there in the fourth quarter or customer growth, I should say. And then the second question is just on the gross margin front, you know, it seems like, you know, around 79% gross margins, give or take this quarter, you're really kind of getting towards the upper end of the 75 to 80% range that you've talked about historically. I guess, you know, Patrick, you talked about in the prepared remarks, the potential for further gross margin improvements. I guess, where are we in that journey? Thank you.

speaker
Mark Douglas
Chief Executive Officer

So I'll take the first part of the question. So in terms of the pace of customer ads, we are continuing to invest strongly in sales and marketing. And I think you're also seeing just, again, the market, like more companies just assuming that they should be looking at performance TV. When we first launched kind of the essentially launched the market, the concept of performance TV. A lot of our sales and marketing effort was just convincing people they could be on television. They just thought of it as something that was very expensive, very time consuming, creative. They were going to have to roll 18 wheelers to shoot creative. And it was something that was out of reach for the small, mid-sized sector. Now, increasingly, that's not the case. They are aware this is doable, and they are seeking us out, or sales cycles, one of the metrics are sales cycles have steadily gone down. So I think the pace at which we're bringing our customers is both a combination of our investment in making it happen, as well as a shortening of our sales cycle, and increasingly from now with QuickTrainAI, a shortening of the go-live process. Creative used to take 40 days on average. We had, like, customer, yes, they built creative, like, in two hours, and really compelling creative through the partnerships we have on the generative models. So that's what's happening there, and we are excited about that. I think you're going to continue to see that. And then I'll hand the gross margin question over to Patrick.

speaker
Patrick Poland
Chief Financial Officer

So we did have nice gross margin expansion in Q3, Matthew, 720 basis points. 400 plus of that was attributable to mountain. That's increased revenue. And then 300 plus basis points were attributable to the mass maximum effort divestiture. The latter is a structural permanent change. And as we enter Q4, we've talked about it's the highest quarter from a revenue perspective. And so that will drive further gross margin improvements during the quarter. We also, as I mentioned I believe on the last call, we have switched our hosting provider to GCP. And that, if the hosting environment remained constant, which it likely won't, That is also a significant reduction in that COG portion of, in that COG item. So it's a long-winded way of saying that we expect there to be levers for us to pull on a go-forward basis. We are in the range currently of 75 to 80 percent long-term gross margin. Thank you.

speaker
Operator
Conference Call Operator

A reminder, if you would like to ask a question, please raise your hand. If you have dialed into today's call, please press star nine on your telephone keypad to raise your hand. There are no further questions at this time. I will now hand it back to Mark Douglas for closing remarks.

speaker
Mark Douglas
Chief Executive Officer

I just want to say thanks, everyone, for attending the call. We're very excited about the results for the quarter and, honestly, even more excited for Q4 and beyond. So we'll see you on future earnings calls. Thank you.

speaker
Operator
Conference Call Operator

This concludes today's call. Thank you for attending. You may now disconnect.

Disclaimer

This conference call transcript was computer generated and almost certianly contains errors. This transcript is provided for information purposes only.EarningsCall, LLC makes no representation about the accuracy of the aforementioned transcript, and you are cautioned not to place undue reliance on the information provided by the transcript.

-

-