MNTN, the Connected TV performance marketing technology platform, has announced a native integration with leading customer data platform (CDP) Tealium. The new capability brings Tealium first-party customer intelligence directly into MNTN Performance TV campaigns, enriching MNTN Matched™—MNTN’s proprietary AI-powered targeting technology—with real-time audience signals.
MNTN announced a native integration with Tealium to incorporate first-party customer data into Connected TV advertising campaigns.
The integration combines Tealium audiences with MNTN Matched™, an AI targeting engine that historically delivers 6x more site visits and 3x more revenue than traditional TV targeting.
Tealium audience segments update in real time on the MNTN platform, eliminating manual list uploads and automatically updating exclusions for prospecting campaigns.
Enhanced privacy protection features allow Tealium to hash emails and phone numbers before transmission for secure audience matching.
Joint users can unify Connected TV advertising channels with existing search, social, and email strategies using the same customer groups.
The integration is available immediately for MNTN advertisers with an active Tealium account.
As privacy expectations evolve and investments in Connected TV accelerate, marketers face mounting pressure to transform governed first-party data into timely, measurable activations. By integrating Tealium’s customer data orchestration layer, MNTN provides its artificial intelligence engine with richer insights into high-intent buyers, refining household identification and optimizing campaign return on investment.
"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, added: "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. 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 native integration automates data synchronization between platforms, ensuring that as consumers move in and out of Tealium segments, MNTN campaigns adjust targeting parameters dynamically. This allows brands to focus acquisition spend strictly on net-new prospects by automatically suppressing existing customers from prospecting campaigns, while simultaneously securing customer information through advanced hashing protocols.
About MNTN
MNTN is the Hardest Working Software in Television™, bringing unrivaled performance and simplicity to Connected TV advertising. Our self-serve technology makes running TV ads as easy as search and social and helps brands drive measurable conversions, revenue, site visits, and more. MNTN was named one of Fast Company’s Most Innovative Companies and Next Big Things in Tech and was recently featured on the cover of INC’s Best in Business Issue. For more information, please visit mntn.com.
About Tealium
Tealium delivers trusted data for AI at enterprise scale with its leading customer data orchestration platform. As the foundational data layer, Tealium delivers a hybrid customer data platform (CDP) built for both composable architectures and real-time activation, including intelligent data streaming, a context engine, enterprise tag management, and a robust API Hub. Its turnkey integration ecosystem connects seamlessly with leading data clouds and technology providers, including more than 1,300 prebuilt integrations and a growing AI Partner Ecosystem. By delivering real-time, contextual, enriched, and consented data, Tealium helps enterprises accelerate AI performance, improve operational efficiency, and power customer experiences in the moments that matter. More than 850 global businesses trust Tealium to deliver their customer data strategies.
