MNTN and Haus Promise Clearer Picture of CTV Ad Impact

In the US, CTV ad tech platform MNTN is partnering with marketing measurement firm Haus, promising advertisers 'a clearer and more science-backed view' of the performance of their CTV ads.

San Francisco-based, VC-funded Haus is an incrementality measurement platform helping major firms to optimize billions in ad spend, while MNTN's self-serve advertising tech claims to make running CTV ads 'as easy as search and social', and promises measurable conversions, revenue and site visits.

The partners say they will guide advertisers through structured experiments designed to measure incremental lift with scientific rigor. Haus will work with them to design the experiments, to set up and run those campaigns on MNTN, and to validate results with 'authoritative' third-party measurement. The program is currently in beta and should roll out this quarter.

'As advertisers accelerate their investment in CTV, measurement has to evolve with it,' says Richard Girges (pictured), CTO of MNTN. 'Our partnership with Haus puts experimentation at the heart of campaign management, ensuring marketers have independent validation and the analytical discipline they need to make better decisions'. Olivia Kory (pictured), Chief Strategy Officer at Haus says the deal will 'give advertisers access to best-in-class incrementality testing, helping them understand CTV's impact on their businesses and optimize for results.'

MNTN has previously partnered with marketing analytics platform Rockerbox and attribution specialist Northbeam.

Web sites: www.haus.io and www.mountain.com .