A new integration between MNTN and Northbeam is set to reshape how marketers evaluate Connected TV performance and prove its contribution to growth. The collaboration, announced by MNTN and Northbeam, introduces a trusted and transparent way for advertisers to measure CTV alongside other channels, enabling more confident investment decisions at a time when performance accountability is under intense scrutiny across the marketing industry.
MNTN, traded on the NYSE under the ticker MNTN, is known for bringing performance marketing capabilities to Connected TV. The company confirmed that it has integrated its Performance TV data directly into Northbeam, a widely used marketing measurement platform relied on for multi touch attribution and marketing mix modeling. Through this integration, advertisers can view the performance of their CTV campaigns within the larger context of their full media strategy and understand how CTV contributes to conversions, new customer acquisition, and cross channel performance.
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The integration arrives as marketers face mounting pressure to validate investment outcomes in emerging channels. During the beta phase, Northbeam evaluated performance results from thirty two MNTN advertisers and found that campaigns consistently delivered incremental business impact. Over a thirty day period, Performance TV drove an average one point eight times marketing efficiency ratio, generating meaningful revenue against spend. It also delivered close to ninety percent net new site visits, demonstrating the channel’s ability to bring new audiences into the funnel and expand reach beyond existing customer pools.
Timex Group, a global watchmaking brand and a mutual customer of both companies, observed significant improvements in measurement clarity through early adoption of the integration. “MNTN’s integration with Northbeam has unlocked our ability to see the true revenue impact of our CTV program in relation to our other tactics,” said Daniel Gallagher, Director of Performance Marketing at Timex Group. “Our confidence in the data has increased greatly with the use of deterministic view metrics and given us deeper insights into what is working best for us while creating tangible impact.”
The partnership arrives during a period of rapid Connected TV spending expansion. Research from eMarketer shows that United States advertisers are expected to invest more than thirty three billion dollars in CTV in 2025. Nielsen reports that fifty six percent of marketers plan to increase OTT and CTV budgets next year. With more investment tied to measurable outcomes, reliable attribution and transparent performance reporting have become essential requirements for marketing leaders.
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“Performance marketers need trusted sources of truth that connect CTV with their broader marketing strategy,” said Mark Douglas, CEO of MNTN. “Our integration with Northbeam delivers that clarity, helping customers understand exactly how TV drives performance using several industry standard methodologies. That, in turn, gives them the confidence to invest where it matters most.”
Northbeam CEO Austin Harrison noted that the company’s mission is rooted in helping brands make decisions grounded in accurate results. “Northbeam’s mission has always been to empower customers with accurate, actionable data,” he said. “Together with MNTN, we are bringing that same level of precision to Performance TV, helping marketers optimize spend, forecast results, and achieve profitable growth.”
The integration gives brands a way to validate CTV’s incremental value and move beyond legacy reporting methods that often rely on channel silos. As interest in Performance TV accelerates and measurement frameworks evolve, the partnership between MNTN and Northbeam positions the companies to play a central role in shaping future investment strategy.
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