MNTN Integrates with Northbeam to Improve CTV Performance Measurement

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MNTN, the technology platform that brings performance marketing to Connected TV, has announced a new integration with Northbeam, a marketing measurement platform. 

Marketers can now see how their MNTN Performance TV campaigns perform in relation to other media channels in Northbeam, making it easier to measure CTV’s impact on their business.

The integration pipes MNTN performance data directly into Northbeam, enabling customers to track CTV’s contribution to conversions, new customer acquisition, and the performance of other media, all in one third-party platform. 

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Marketers can now leverage Northbeam’s trusted multi-touch attribution (MTA) and marketing mix modelling (MMM) to understand how CTV influences results and make more confident, data-driven investment decisions.

During the integration’s beta period, Northbeam’s reporting showed that MNTN’s campaigns consistently drove efficient, incremental growth. Over a 30-day window, Northbeam analysed 32 MNTN advertisers and found that Performance TV delivered:

~1.8x marketing efficiency ratio (MER), generating meaningful revenue for every dollar invested

~90% net-new site visits, proving MNTN brought entirely new audiences into the funnel

Timex Group, a global leader in watchmaking and a mutual customer of Northbeam and MNTN, is one of the advertisers that saw notable success through early access to the integration. 

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“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 timing of the integration’s launch coincides with one of the fastest periods of growth in CTV ad spending. According to eMarketer, US advertisers are expected to spend more than $33 billion on CTV in 2025, and Nielsen estimates 56% of marketers report plans to increase OTT/CTV investment next year. 

With more CTV budgets tied to performance, measurement matters more than ever. Northbeam brings proven scale, tracking $25 billion in ad spend and 2.1 trillion impressions to date.

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“Performance marketers need trusted sources of truth that connect CTV with their broader marketing strategy,” said MNTN CEO Mark Douglas. 

“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.”

By integrating with a trusted measurement solution that is already heavily relied on, MNTN makes it simple to include CTV in existing measurement frameworks.

“Northbeam’s mission has always been to empower customers with accurate, actionable data,” said Northbeam CEO Austin Harrison. “Together with MNTN, we’re bringing that same level of precision to Performance TV, helping marketers optimise spend, forecast results, and achieve profitable growth.”

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