MNTN has integrated Tealium’s customer data platform to allow advertisers to sync first-party audience segments directly into MNTN Matched AI targeting. This integration enables real-time audience updates and automated exclusion of existing customers to improve CTV campaign performance.
This partnership addresses the growing need for performance marketers to activate governed first-party data within the Connected TV ecosystem. By feeding Tealium’s real-time signals into MNTN’s AI, advertisers can move beyond static targeting to dynamic, cross-channel audience coordination. This shift reduces wasted spend by ensuring prospecting campaigns focus exclusively on net-new households while maintaining privacy through secure data hashing. As privacy regulations tighten and third-party signals weaken, the ability to use first-party data for automated TV exclusion and targeting becomes a critical competitive advantage. Watch for whether this integration leads to a measurable shift in performance marketing budgets moving from social and search into CTV.
The industry is increasingly prioritizing supply-side targeting spend as brands seek more efficient ways to reach audiences across fragmented streaming environments. Recent trends show that CTV buyers shift to predictive modeling to further optimize these investments, while others are exploring CTV creative performance to drive better outcomes. Meanwhile, broadcasters pivot to local TV workflow automation to streamline ad operations.
MNTN has integrated Tealium’s first-party data directly into its Matched AI targeting platform. This partnership enables real-time audience refreshes and automated customer exclusions for Connected TV campaigns. By eliminating manual data uploads, advertisers can improve acquisition efficiency, reduce wasted ad spend, and maintain privacy through secure email and phone number hashing.
The integration allows advertisers to sync first-party audience segments directly into MNTN Matched AI targeting, enabling real-time audience updates and automated exclusion of existing customers.
It improves performance by ensuring prospecting campaigns focus on net-new households and by eliminating the need for manual list exports and uploads, which keeps audience data current.
Yes, the integration uses security protocols that include hashing email addresses and phone numbers before data is shared between the two platforms.
MNTN Matched AI targeting reportedly drives 6x more site visits and 3x more revenue compared to traditional TV targeting methods.
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