MNTN Inc. announced a new integration with Northbeam, a leading marketing measurement platform, that will allow the company’s Performance TV campaign data to flow directly into Northbeam’s multi‑touch attribution and marketing mix modeling tools. The partnership gives advertisers a unified view of how TV ads contribute to conversions and new customer acquisition, a capability that has been a key demand driver in the connected‑TV (CTV) market.
The integration follows MNTN’s strong Q3 2025 earnings, in which the company reported revenue of $70.0 million—up 31% year‑over‑year after adjusting for a divestiture— and a first‑quarter GAAP profit of $6.4 million. Gross margin expanded to 79% from 72% in Q3 2024, driven by a structural mix shift and the divestiture of the Maximum Effort unit. Adjusted EBITDA rose 53% to $16.0 million, reflecting both higher revenue and improved operational leverage. Active Performance TV customers grew 67% year‑over‑year, underscoring the platform’s growing adoption among advertisers.
The Northbeam integration is strategically significant because it addresses a critical market need for robust measurement of CTV campaigns. By embedding MNTN data into Northbeam’s attribution framework, advertisers can see the incremental impact of TV ads alongside other media channels, enabling data‑driven spend decisions. The partnership also strengthens MNTN’s value proposition for small and mid‑market customers, who often lack the internal analytics resources to evaluate TV performance.
CEO Mark Douglas said the integration “delivers trusted measurement that connects CTV with broader marketing strategy, giving customers the clarity they need to invest confidently in TV.” Northbeam CEO Austin Harrison added that the collaboration “brings precision to Performance TV, helping marketers optimize spend, forecast results, and achieve profitable growth.” The combined solution positions MNTN to capture a larger share of the projected $33 billion U.S. CTV ad spend in 2025 and to deepen its competitive edge in the performance‑TV market.
The integration also aligns with broader industry trends. U.S. advertisers are expected to spend more than $33 billion on CTV in 2025, and measurement is becoming a critical differentiator for performance‑driven budgets. MNTN’s partnership with Northbeam therefore not only enhances its own product offering but also taps into a growing demand for data‑driven TV advertising solutions.
Overall, the announcement signals MNTN’s continued focus on expanding its measurement capabilities, reinforcing its position in the fast‑growing CTV market, and supporting the company’s broader growth strategy.
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