MNTN has deepened its integration with AppsFlyer to enable two-way data sharing for CTV-to-mobile attribution, allowing app marketers to track conversions across devices. The platforms utilize different attribution windows, with MNTN defaulting to 30 days and AppsFlyer capping probabilistic view-through measurement at 72 hours.
This integration attempts to standardize CTV measurement by placing television impressions within the same mobile measurement partner (MMP) stack used for social and search. By allowing in-app signals to train the MNTN bidder, the platform is courting mobile-first advertisers in gaming and fintech who require granular performance data. However, the 30-day household match used by MNTN vs. the 72-hour same-network match from AppsFlyer highlights a lack of industry consensus on view-through credit. The ecosystem remains fragmented as competitors like Moloco and Amazon DSP offer similar MMP hooks. Watch for whether MNTN eventually discloses which attribution model—its own or the MMP's—actually drives its automated bidding logic.
As performance CTV attribution becomes a critical requirement for mobile app growth, advertisers are increasingly seeking ways to bridge the gap between television exposure and mobile conversion events.
MNTN has deepened its integration with AppsFlyer to enable two-way data sharing between connected TV and mobile platforms. By linking television impressions to mobile handset activity, the integration allows app marketers to track installs and in-app events. This development aims to standardize CTV measurement within existing mobile measurement partner stacks.
The integration enables two-way data sharing, allowing MNTN to send impression-level data to AppsFlyer to link TV exposures to mobile activity, while AppsFlyer returns install and in-app event data to MNTN for campaign optimization.
MNTN defaults to a 30-day (720-hour) attribution window for household matches, whereas AppsFlyer caps its probabilistic view-through measurement at 72 hours.
MNTN shares impression-level data, including IP addresses, with AppsFlyer to connect television exposures to specific mobile handset activity.
Yes, app-only campaigns on MNTN lose access to certain measurement tools, specifically incrementality reports and site impact reports.
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