MNTN & Northbeam Integration Enables Reliable CTV Performance Measurement

MNTN and Northbeam have launched a new integration that allows marketers to funnel MNTN’s connected-TV (CTV) campaign data directly into Northbeam’s measurement platform, enabling unified cross-channel analytics and clearer visibility into how Performance TV influences conversions and customer acquisition. The unified data flow empowers advertisers with multi-touch attribution (MTA) and marketing-mix-modeling (MMM) to assess CTV’s impact relative to other media channels.

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Early beta results, drawn from 32 advertisers over a 30-day period, revealed a 1.8× marketing efficiency ratio (MER) and ~90% net-new site visits – indicating that MNTN campaigns attracted largely fresh audiences rather than reengaging existing ones. For clients such as Timex, this integration has delivered deeper insight into true CTV-driven revenue, helping them evaluate TV’s effectiveness alongside their digital efforts. As CTV ad spend surges – with U.S. advertisers expected to invest over US$33 billion in 2025 – this integration gives brands a credible, measurement-first way to include CTV in their overall media strategy and assess return on investment with greater confidence.

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