"The need for a strong advertising presence during the back-to-school season is one of the main reasons why the American College of Education (ACE) - an online college offering bachelor's, master's and doctoral degrees - decided to partner with performance TV company MNTN. Founded as SteelHouse in 2009, MNTN's original focus was on display advertising across web and mobile. Now its focus is on performance TV and helping brands - especially those that haven't advertised on CTV before - take their messaging to the TV screen."
"To reach them, it adopted MNTN Matched, a proprietary tool that uses generative AI to analyze a brand's products and online presence. Based on the content it discovers, it builds predictive audiences grouped around keywords that are correlated to specific segments. These audiences are then subdivided into three groups based on likelihood of conversion, Jessica DeLeon, an account director on MNTN's customer success team, told AdExchanger: high intent, medium intent and max reach."
Back-to-school season creates urgency for schools to advertise to undecided students. American College of Education (ACE), an online college offering bachelor's, master's, and doctoral degrees, partnered with performance TV company MNTN to strengthen its advertising presence. MNTN transitioned from display advertising as SteelHouse into a CTV-focused performance TV company that helps brands bring messaging to TV screens. MNTN Matched, a proprietary tool, uses generative AI to analyze a brand's products and online presence and builds predictive audiences grouped around correlated keywords. Audiences are subdivided into high intent, medium intent, and max reach based on likelihood of conversion.
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