MNTN Integrates with Tealium

MNTN, providers of a performance marketing platform for connected TV, and Tealium, a customer data platform provider, have partnered for an integration that pulls Tealium audiences directly into MNTN Performance TV campaigns.

Advertisers can now combine their first-party Tealium audiences with MNTN Matched, MNTN's targeting technology that identifies households most likely to convert. Tealium audiences refresh in real time, giving MNTN campaigns a current view of customers and prospects. As customers move in and out of Tealium segments, the system automatically adjusts who they target or exclude on TV.

Tealium can hash email addresses and phone numbers before sending them to MNTN, "allowing the platforms to share and match audiences securely.

"AI is only as powerful as the signals you give it," said Mark Douglas, CEO of MNTN., in a statement. "Tealium gives ours another really good one. The smarter the inputs, the better the output. In our case, that means better-performing TV."

"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 of Tealium, in a statement. "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."