MNTN vs Tatari

MNTN Expands Attribution with AppsFlyer to Drive Better Performance TV Results

New integration connects TV ad exposure to app installs, purchases, sign-ups and other in-app actions, giving advertisers more data to drive better performance.

MNTN Integrates AppsFlyer for CTV-to-App Attribution

MNTN, a Connected TV advertising platform, announced an expanded integration with AppsFlyer, a mobile marketing analytics company. This integration enables advertisers to measure the performance of their TV campaigns by connecting TV ad exposure to mobile in-app actions such as app installs, purchases, and sign-ups. The two-way data flow allows TV impressions to be sent to AppsFlyer and in-app events to be fed back into MNTN's optimization engine. This closes a significant measurement gap for mobile marketers and allows them to treat Connected TV as a performance channel, optimizing toward business outcomes.

• MNTN announced an expanded integration with AppsFlyer.
• The integration connects MNTN Performance TV to AppsFlyer for CTV-to-mobile attribution.
• TV impressions flow into AppsFlyer, while in-app events flow back into MNTN.

MNTN Appoints Mike Katz to Board

MNTN, a technology platform for performance marketing on Connected TV, announced that Mike Katz has joined its Board of Directors. Katz, a veteran of T-Mobile where he served as Chief Business & Product Officer and continues as a Strategic Advisor to the CEO, brings nearly three decades of experience in growth, innovation, and brand building. He is credited with helping shape T-Mobile's Un-carrier strategy and expanding its scope into broadband, advertising, and digital customer experiences. MNTN's CEO, Mark Douglas, expressed confidence that Katz's experience will be invaluable as MNTN enters its next phase of growth. Katz's appointment adds to MNTN's leadership bench as the company invests in new initiatives.

• Mike Katz joined MNTN's Board of Directors.
• Katz is former Chief Business & Product Officer at T-Mobile and continues as Strategic Advisor to the CEO.
• Katz spent nearly 30 years at T-Mobile and helped launch the Un-carrier strategy.

CIPA Private Right of Action Kept, Shifting Privacy to Research

California's legislature passed a compromise version of SB-690, maintaining most of the private right of action provisions of the California Invasion of Privacy Act (CIPA). This means that juries, rather than regulators, will set privacy standards in the state, as individuals can sue companies for online tracking practices. With over 4,000 CIPA lawsuits filed, mostly against legitimate businesses, the shift emphasizes the need for companies to align data practices with consumer (and juror) expectations. The author argues that privacy compliance should now be research-driven, focusing on customer attitudes, rather than purely legal compliance. This could lead to a competitive advantage for customer-centric businesses over Big Tech, which may face greater legal exposure.

• California passed a compromise version of SB-690, preserving most of the private right of action under CIPA.
• More than 4,000 CIPA lawsuits have been filed, mostly against legitimate businesses.
• A jury verdict against Meta involved data collection from the Flo menstrual tracking app.

CTV Show-Level Data Glut Fails to Deliver Optimization Control

While CTV buyers increasingly demand show-level transparency, a new IAB report shows 43% lack confidence in inventory. Despite progress in show-level reporting, true program-level optimization remains elusive. Publishers and exchanges offer data, but limitations persist: incomplete bidstream signals, "unknown" titles, and lack of scaled optimization solutions. Privacy laws like VPPA, combined with household-level data, complicate sharing. Linear TV offers program-level control by design, while CTV faces a gap between reporting and active optimization. Buyers can receive post-campaign reports but can't programmatically target individual shows at scale, except via programmatic guaranteed deals. The industry is working toward compliant, scaled optimization, but meaningful progress is still needed.

• 43% of CTV buyers have little or no confidence in the inventory they buy (IAB).
• Major exchanges do not offer scaled show-level optimization as a standard product.
• One top-five streamer's SSP integration prevents pulling show-level reporting.

Entries Open for ADWEEK Tech Challengers 2027

ADWEEK has opened entries for its new 'Tech Challengers to Watch' awards for 2027, a program that will replace the ADWEEK Tech Stack Awards. The award seeks rising technology companies serving marketing and advertising that can demonstrate innovative solutions, client impact, and growth. Areas encouraged to apply include AI, commerce/retail media, B2B marketing, social media/creators, creative tech, performance marketing, data & analytics, measurement, and CRM/email marketing. Early-bird entry costs $175 until Sept. 18, 2026; standard entries are $275 until Oct. 23, 2026. The final submission deadline is Friday, Oct. 23, 2026; winners will be published on ADWEEK.com in January. Questions are directed to the provided Adweek contact email.

• ADWEEK opened entries for the 'Tech Challengers to Watch' awards for 2027.
• The new award will replace the ADWEEK Tech Stack Awards in 2027.
• Areas encouraged to apply include AI, Commerce/Retail Media, B2B Marketing, Social Media/Creators, Creative Tech, Performance Marketing, Data & Analytics, Measurement, and CRM & Email Marketing.