MNTN Klaviyo CTV integration triggers automated email flows from TV ads

This partnership transforms connected TV from a top-of-funnel awareness tool into a direct-response trigger within a unified CRM stack. By linking MNTN Performance TV exposure to Klaviyo workflows, advertisers can reduce the friction between a living room impression and a mobile conversion. This move signals a broader shift toward interoperability where streaming ad tech must communicate with standard marketing automation tools to justify premium CPMs. As first-party data becomes the primary currency for targeting, the industry should watch for similar integrations from competitors like The Trade Desk or Roku to see if cross-channel automation becomes a standard requirement for CTV platforms.

MNTN has been building its Performance TV platform into a full-funnel advertising system rather than a standalone CTV buying tool. In early 2025, MNTN launched its own demand-side platform to give advertisers direct control over connected TV inventory, removing the need for third-party DSPs and positioning the company as a vertically integrated CTV ad tech stack. That move followed MNTN's earlier acquisition of Steel House, which gave it programmatic display and retargeting capabilities, and signals a strategy of owning the entire path from impression to conversion. The Klaviyo integration extends that vertical ambition into the CRM layer, where email and SMS remain the highest-ROI channels for e-commerce brands.

The broader CTV attribution landscape is shifting as advertisers demand measurable outcomes beyond reach and frequency. In May 2025, The Trade Desk announced a partnership with LiveRamp to enable closed-loop measurement across connected TV campaigns, allowing advertisers to connect ad exposure to downstream purchase data without relying on deterministic device graphs. Meanwhile, Roku expanded its Actions Manager tool in 2025 to let brands trigger post-impression events such as app installs and website visits directly from CTV ads. These moves indicate that cross-channel activation, not just measurement, is becoming the competitive battleground for CTV platforms seeking to justify performance-based budgets.

Klaviyo itself has been expanding its data infrastructure to support more sophisticated cross-channel triggers. In June 2025, Klaviyo launched its Data Platform product, which consolidates customer profiles, predictive analytics, and real-time event streams into a single layer accessible to third-party integrations. The company reported processing over 100 billion data points daily across its customer base of more than 150,000 brands, giving it the scale to serve as the orchestration hub for CTV-triggered workflows. For MNTN, plugging into Klaviyo's event-driven architecture means Performance TV impressions can fire the same automation triggers as a website visit or product view, collapsing the traditional gap between upper-funnel video and lower-funnel conversion.