Ad Dayparting lets you choose specific days and times when your MNTN ads should not run. You can block any combination of hours and days—at the Account or Campaign level—giving you more control over when your ads appear.

By default, MNTN’s optimization engine automates ad delivery to maximize performance. But if needed, Ad Dayparting allows for manual overrides to align with business hours, brand preferences, or scheduling constraints.

Attribution is the process of identifying which marketing touchpoints lead to conversions or other key actions. It helps you understand what’s working across the customer journey—so you can allocate spend efficiently and optimize campaign performance.

A CTA tells viewers exactly what you want them to do after seeing your ad—like “Shop Now” or “Request a Quote.” It should be clear, prominent, and aligned with your campaign goal, whether that’s driving purchases, leads, or sign-ups.

A campaign shell refers to the campaign you're editing. It includes an Audience tab, Budget & Goal tab, Creative tab, and Review & Launch tab.

Creative refers to your ads, either TV commercials or Multi-Touch ads, depending on the context.

To help solve video production constraints, MNTN developed Creative-as-a-Subscription (CaaS), powered by QuickFrame, MNTN's premiere video creation marketplace. CaaS gives brands the opportunity to create high-quality video at scale, making it easy to elevate creative for CTV and other marketing campaigns.

MNTN offers CaaS to brands based on an annual MNTN spend commitment. CaaS provides:

If your campaign only runs with TV commercials, a creative group refers to an uploaded TV commercial and its appended tracking parameters.

If you choose to leverage MNTN Multi-Touch within your campaign, a creative group refers to a TV commercial, its associated Multi-Touch group, and the appended tracking parameters.

MNTN's weighting feature determines the percentage of users or households that will be served that creative group if running with multiple creative groups within your campaign shell.

A DMA® is a geographic region used to measure local TV viewership, as defined by Nielsen. Each DMA includes counties and ZIP codes where local stations capture the majority of viewing hours. In campaign reporting, it shows where impressions, Verified Visits, or Conversions occurred—helping advertisers target based on real media consumption.

DMA is a registered trademark of Nielsen.

Incrementality measures whether your CTV campaign drove conversions that wouldn’t have happened otherwise—beyond what you'd expect from other marketing efforts or existing brand momentum. It helps prove true lift and campaign impact.

An IO is a formal document that outlines the terms of your advertising arrangement. It includes the specific ad-serving details and budget parameters you intend to execute and confirms the agreement between your campaign and your finance team. It’s the final step in the ad proposal process before launch.

The IAB is the industry group that sets standards and best practices for digital advertising. It defines things like ad formats, measurement guidelines, and viewability—like when an impression officially counts as "seen."

A Multi-Touch group is a set of Multi-Touch ad sizes, either dynamic or static.

QuickFrame is a service marketplace for video makers. It represents the creative piece of the puzzle for MNTN by helping customers get the video assets they need with a fast turnaround and reasonable cost, ensuring a seamless, efficient process.

A Static Ad Group is a set of static Multi-Touch ad sizes.

TV commercial refers to your ad that is served across TV Networks. You may see this referred to as Video Creative in the platform.