MNTN developed our proprietary optimization engine with a simple goal: generate the best possible results for your campaigns while automating the ad buying process. The optimization engine balances both your budget and goal against your target audience to help you generate results, all while serving your ads on top-tier networks.
MNTN's optimization engine leverages an audience-first approach, ensuring we reach the right households with the highest propensity for a site visit or your defined on-site conversion.
Watch the video below to learn how our automated optimization engine works:
Optimization Occurs at the Campaign Level
Our automated optimization engine optimizes your campaign thousands of times daily, guaranteed to outperform humans.
Once you define your target audience and provide your campaign's budget and goal, the MNTN tech will balance cost and opportunity in real time, aggressively bidding on the inventory where your best-performing audiences view their content.
This ensures our customer base has the best premium price and Living Room Quality™ inventory placements while optimizing towards your desired KPI.
We will also pace your budget to ensure that we not only do our best to spend in full but maximize results for the entirety of the campaign flight or calendar month. The daily spend is dynamic to reach your best-performing audiences when and where they view their content.
🧠 Pro Tip: For more details on MNTN's pricing model, check out this article.
Factors Impacting Our Optimization Engine
Outside of your inputted campaign goal and budget, several factors feed our optimization engine:
Bid Deviations: Our optimization engine tests deviations of bids on every impression, maximizing goal performance.
Index Scores: MNTN's automated media buying platform leverages data from the device and bid stream to create index scores for each element. Each setting within each campaign is optimized toward the highest-performing elements within that index score.
🔍 Examples: device type (desktop or mobile), ad size, geo, publisher, TV network, time of day, etc.
User-level browsing data: For retargeting campaigns, MNTN automatically adjusts spending and frequency settings based on user-level browsing data
🔍 Examples: how recently a user has visited the website, how many pages they viewed, etc.
FAQs
Is MNTN a DSP?
No. DSPs require very manual optimization. Instead of manually setting bids, our technology bids intelligently in real time to find the right price for the biggest impact. We also have integrations with top DSPs and SSPs, giving us access to over 98% of the programmatic inventory for display and a curated list of premium networks for our CTV inventory.
🧠 Pro Tip: Read more on the difference between a DSP and MNTN's Performance TV here.
Can I frequency cap?
We are very aware of frequency at MNTN as we don’t want to bombard customers with the same ad repeatedly to maintain a positive brand experience. Our focus is reaching more unique users within your audience instead of the same user too many times.
There isn't a place to implement frequency caps in the platform, as we let performance dictate how often a user gets served the ad. If we see strong performance, our current average frequencies are right at the sweet spot to continue hitting/exceeding your KPIs.
Frequency is a lever, not a performance metric, utilized to generate the best possible direct response results for our advertisers.
Question: Is MNTN its own ad server?
Yes.
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