MNTN

💚 Northbeam just launched a deeper MNTN integration so brands can see MNTN CTV inside our Clicks + Deterministic Views (C+DV) model with 30 days of log-level impression data. It’s a great way for mid-market advertisers spending ~$100k–$1M/month across channels to test into CTV before committing to bigger budgets or experiments. I also had the chance to sit down a couple weeks ago with Ali Haeri, CMO at MNTN, at League of Originals (powered by Klaviyo x Shopify) to dig into where CTV is headed. Across 32 MNTN advertisers and ~$1M in CTV spend over the last 30 days, performance in Northbeam looks like: • ~1.8x MER (cash accounting) • ~$150 new-customer CAC (cash accounting) • ~90% of visits are net-new 📊 What happens when you change the attribution window? Most brands still measure TV on: • Legacy tools capped at 7-day windows • Platform reporting that over-credits retargeting and under-credits CTV In Northbeam, we took the same ~$1M in MNTN CTV spend and compared 1-day vs 30-day C+DV (using our accrual accounting methodology to reconcile each individual day's contribution on revenue): • Attributed revenue: +615% • New customers: +651% • ROAS: ~7.1x higher • New-customer CAC: ~87% lower And two things stayed basically the same: •New-visit rate held at ~90% •New-customer mix stayed around ~65% of orders and revenue CTV was driving high net-new demand the whole time. A 1-day window just underreports it. 🧠 How we recommend using this: • Evaluate 1-day, 14-day, and 30-day side by side to see where CTV really sits in the funnel • Use 30-day C+DV as your baseline “upper bound” before incrementality tests • Use conversion-lag curves to decide how long to run CTV tests before calling them With the new MNTN integration, Northbeam lets brands test into CTV with real multi-touch data first, then scale into larger budgets and experiments once the conversion-lag story is clear. If you’re planning to lean into CTV next year and want to see how MNTN looks in a 30-day C+DV model, DM me and I’ll share the details.