MNTN and Tealium have announced a native integration that strengthens AI-powered TV targeting. MNTN is the technology platform bringing performance marketing to Connected TV. Tealium is a leading customer data platform (CDP). The integration pulls Tealium audiences directly into MNTN Performance TV campaigns.
Advertisers can now combine their first-party Tealium audiences with MNTN Matched™. This proprietary AI-powered targeting technology identifies households most likely to convert. On average, MNTN Matched™ has driven 6x more site visits and 3x more revenue than traditional TV targeting.
How the Tealium Integration Strengthens MNTN’s AI
Moreover, the integration gives MNTN’s AI a more complete view of a brand’s customers. Tealium audiences refresh in real time. As a result, MNTN campaigns always work from a current view of customers and prospects. When customers move in and out of Tealium segments, the system automatically adjusts who it targets or excludes on TV. Consequently, MNTN’s AI relies on the latest customer signals, while acquisition spend stays focused on net-new audiences.
“AI is only as powerful as the signals you give it,” said Mark Douglas, CEO of MNTN. “Tealium gives ours another really good one. The smarter the inputs, the better the output. In our case, that means better-performing TV.”
Ted Purcell, Chief Customer Officer at Tealium, also commented on the launch. “With the new MNTN Audience integration, Tealium is enabling joint customers to transform their first-party data into more timely, relevant actions across connected TV,” said Ted Purcell, Chief Customer Officer at Tealium. “By connecting Tealium audiences directly with MNTN, teams can now activate audience segments with greater precision, reduce manual uploads, and improve campaign performance and customer engagement across the entire journey.”
The timing matters. Marketers need to turn governed first-party data into timely, measurable activation. Meanwhile, CTV investment and privacy expectations continue to rise. Therefore, the combined AI-powered TV targeting CTV capabilities of Tealium and MNTN are especially critical right now.
Key Highlights of the MNTN and Tealium Integration
- Another powerful signal for MNTN’s AI: Advertisers can combine Tealium first-party audiences with MNTN Matched to identify high-intent households most likely to convert.
- Always-current TV audiences: Tealium audiences update in real time on the MNTN platform. This eliminates manual exports and list uploads.
- Sharper focus on new customers: The system automatically excludes existing customers from prospecting campaigns as audience membership changes.
- First-party data plus MNTN targeting: Advertisers can use Tealium audiences alongside MNTN audiences, including MNTN Matched™, in the same campaign.
- Protected customer information: Tealium can hash email addresses and phone numbers before sending them to MNTN, allowing the platforms to share and match audiences securely.
- Coordinated cross-channel audiences: Teams can use the same Tealium-defined customer groups across TV, search, social, and email.
The integration is available now to MNTN advertisers with an active Tealium account and at least one audience segment.
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News Source: Businesswire.com
