Observed Signal · Jun 19, 2026 · Partnership · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Upwave and MNTN Deepen CTV Measurement Integration
Upwave announced an expanded partnership and product integration with MNTN that embeds Upwave Brand Lift measurement directly inside the MNTN platform. The integration provides MNTN advertisers a click-to-measure workflow to launch Brand Outcomes measurement for Connected TV (CTV) campaigns and get faster insights on awareness, consideration and other brand metrics. Upwave reported that nearly 50 MNTN campaigns (over 1 billion impressions) produced positive lift in 94% of cases and that 85% outperformed Upwave norms, with average lifts of +1.7% aided awareness, +1.5% ad recall, +1.1% consideration and +0.7% favorability. Company CEOs Chris Kelly (Upwave) and Mark Douglas (MNTN) are quoted emphasizing real-time visibility and optimization during live campaigns. The article was published June 19, 2026.
Integration embeds measurement into a self-serve CTV buying workflow and provides near-real-time brand lift insights across large impression volumes, making CTV campaign optimization more actionable for advertisers.
Track MNTN Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Upwave announced a deepened partnership and integration with MNTN to measure Brand Lift for Connected TV campaigns.
- The integration allows MNTN advertisers to initiate Upwave Brand Outcomes measurement via a click-to-measure experience inside the MNTN platform.
- Across nearly 50 MNTN campaigns (>1 billion impressions), 94% generated positive lift in at least one brand KPI and 85% outperformed Upwave norms.
- Measured average lifts reported: +1.7% Aided Awareness, +1.5% Ad Recall, +1.1% Consideration and +0.7% Favorability.
- Article published June 19, 2026; MNTN is listed on NYSE as MNTN.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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 Integrates HubSpot for CTV Attribution
MNTN announced a new integration that pushes Connected TV (CTV) performance and impression data directly into HubSpot CRM workflows, enabling B2B marketers to tie TV exposure to individual contacts and downstream revenue metrics. The integration, announced June 15, 2026 via Business Wire/MarTech Series, is presented by MNTN as the first CTV platform capability to write TV ad activity back into HubSpot contact records. MNTN says the feature provides full-funnel visibility (MQLs, SQLs, pipeline), surfaces campaign and creative details on contact timelines for sales outreach, and aims to make TV more measurable and performance-driven for B2B, SaaS and growth-focused advertisers.
MNTN Integrates CTV Attribution with HubSpot
On 2026-06-15 MNTN announced a new integration with HubSpot that pushes Connected TV (CTV) performance and attribution data directly into HubSpot CRM workflows and contact records. The integration is designed to let B2B advertisers tie TV exposure to downstream revenue metrics and pipeline events (MQLs, SQLs, pipeline creation) at the individual-contact level. MNTN says it is the first CTV platform to surface TV ad activity within HubSpot contact timelines, enabling sales teams to see campaign and creative exposure details and to inform outreach. The integration is available now in the HubSpot App Marketplace. MNTN framed the move as improving TV measurability for performance-driven marketers and expanding CTV adoption among B2B, SaaS, and growth-focused advertisers.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.