TV would like some credit.
MNTN has expanded its integration with AppsFlyer to give advertisers a clearer picture of what happens after someone sees a CTV ad.
The integration plugs MNTN’s platform into AppsFlyer, allowing CTV impression data to flow into AppsFlyer while app installs, purchases, sign-ups, and other in-app events flow back to MNTN. Those conversion signals can then be used by MNTN to optimize campaigns, hopefully delivering better performance.
Why This Matters:
CTV needs to perform, damnit. (*We’re shaking our fist!*)
US CTV ad spend, according to an IAB report, is projected to reach nearly $38 billion in 2026, growing between 11-14% year over year. As buyers pour more money into the channel, they’re also under pressure to show what all that spending is actually doing.
That’s particularly important for mobile-first advertisers. The MNTN-AppsFlyer integration is designed to create a clearer line between an ad viewed on TV and an action taken later inside an app. And because that data flows back into MNTN, it’s not just about attribution (measurement!) as those outcomes can help inform campaign optimization (performance!).
It’s also been a busy stretch for AppsFlyer. In July, the company integrated with ChatGPT Ads, giving advertisers a way to measure app installs and in-app events driven by ads appearing inside ChatGPT.
Experts React:
For AppsFlyer, the MNTN integration is another step toward making TV measurement look more like the performance channels marketers already know. According to Alex Yip, Director of Product Strategy for the company:
“TV has historically been a difficult channel for mobile marketers to connect to real business outcomes — you know the screen is big, loud and influential so you run the campaign hoping it shows up somewhere in your app metrics. MNTN was built to bring performance rigor to CTV, so pairing that with AppsFlyer is a natural fit… It’s a meaningful step toward managing Performance TV with the same rigor mobile marketers expect from every other channel in their stack.”
Our Take:
CTV spent years selling advertisers on the idea that TV could finally behave like digital advertising. Now, the money is there (and more is coming), and advertisers increasingly expect it to prove it.
Integrations like this are part of that maturation. The goal: making the biggest screen in the house accountable for what happens on arguably the smallest one. That’s compelling… if it delivers.
