Tatari vs. MNTN: Which TV Advertising Platform Delivers Better Measurement, Attribution, and ROI in 2025

Introduction: Why This Comparison Matters

Marketers today have more options than ever to bring their ads to TV—across both linear and streaming TV (CTV) environments. Two of the most recognized TV ad platforms in this space are Tatari and MNTN.

Both promise data-driven TV performance. Yet their capabilities, transparency, and scalability differ dramatically.

This guide breaks down the Tatari vs MNTN comparison across the metrics that matter most to modern advertisers: channels supported, measurement accuracy, ease of use, cost efficiency, and scale.

Platform Overviews

Tatari: Linear TV, Streaming TV and OLV for Modern Marketers

Tatari enables advertisers to plan, buy, and measure across linear TV, streaming TV and OLV from a single platform.

Key highlights:

• Platform to plan, buy, and measure linear and streaming TV ads in one place

• Data-backed optimization with advanced attribution and incrementality testing

• Serves 400+ leading brands across DTC, CPG, fintech, and retail

• Provides direct access to premium streaming (CTV) apps and linear TV networks

• AI-powered Planning Engine uses nearly a decade of performance data to quickly generate actionable media plans with predicted outcomes.

• Known for modeled conversions, incrementality analysis, and direct publisher integrations with NBCU, Discovery, Disney, Netflix, Amazon, and more

• Offers transparent reporting, next-day linear insights, and flexible service models — managed, semi-managed, or self-serve

• Has helped small brands launch their first tv campaign and also helped reputable brands become recognized for their TV campaigns and media buying strategy, and even helped brands appear during the Super Bowl on a national level on linear and streaming, and was one of the first to get clients on the streaming-only offering of the Super Bowl.

Tatari is best suited for new TV advertisers and experienced TV advertisers and is widely recognized for its measurement accuracy, cost efficiency, and scalability.

MNTN: Performance Marketing for CTV only

Key highlights:

• Self-serve platform for launching and optimizing streaming ads,

• Known for celebrity spokesperson Ryan Reynolds who touts ease of use and automation

• Focuses solely on Connected TV (no linear) and is only bought via programmatic

• Popular among first-time TV advertisers

• Offers creative support via QuickFrame and Maximum Effort studios

• Provides real-time attribution through features like Verified Visits™ and Attribution Paths.

MNTN is often an entry point for digital marketers expanding into CTV for the first time, or those who need creative services, but it lacks cross-channel reach, premium inventory access, and measurement depth.

Key Differences at a Glance

Feature-by-Feature Breakdown

1. Channels and Inventory

Tatari offers access to both linear and CTV, empowering brands to plan convergent strategies under one roof. Unlike platforms that rely exclusively on third-party aggregators, Tatari’s access to both programmatic and direct publisher deals provide access to premium TV networks and streaming apps — ensuring better pricing, transparency, and control over placements.

According to MNTN's platform documentation and public statements, their CTV inventory focuses on programmatic exchanges, which can limit access to certain inventory and introduce more intermediaries and fees. Some CTV platforms have been reported to mix display inventory with CTV ads to improve performance metrics though specific vendor practices should be verified directly. Premium SVOD platforms like Disney+ and Netflix, which primarily sell through direct deals, may not be accessible through MNTN's self-serve platform.

Another key example is if an advertiser wants to air on the major league baseball playoffs, they must be able to buy through linear (even though the games are aired on streaming services).

Advantage: Tatari for unified TV planning and scale across every screen.

2. Measurement and Attribution

Tatari leads in TV measurement and incrementality testing. Its models quantify the true lift from TV campaigns, linking impressions to site visits, modeled conversions, and rigorous attribution methods across linear + streaming.

MNTN focuses on Verified Visits, a view-through model that tracks post-ad web activity but lacks transparency and modeled attribution.

Advantage: Tatari for transparent, rigorous, and cross-platform measurement.

3. Ease of Use

MNTN is recognized for its self-serve platform, making it a good fit for smaller advertisers who want to quickly launch and manage streaming TV campaigns with minimal setup.

Tatari has products and service models to fit advertisers at every stage of their journey.  Tatari has a platform for advertisers that want to run self-serve campaigns in-house, options for in-house tools and automation alongside strategic media expertise, advanced tools for scaling brands that require strategic guidance on media plans and optimizations, as well as more control and data transparency.

Advantage: Tatari has products and service models to help a broad range of advertisers. It’s easy for small advertisers to launch quickly, yet powerful and data-transparent for large brands scaling complex TV campaigns.

4. Cost Efficiency and Transparency

Tatari provides line-item visibility into pricing and network costs, allowing marketers to optimize spend and eliminate unnecessary markups. Tatari has integrations with platforms like NBCU, recognized for transparent performance tracking.

MNTN bundles media and tech fees into automated buys, which can simplify budgeting but limit transparency.

Advantage: Tatari, for transparency, cost control and clear ROI attribution.

5. Creative and Campaign Support

MNTN integrates creative services via QuickFrame and Maximum Effort, offering in-house partnerships.

Tatari partners with a wide network of creative vendors and enables advertisers to use their own assets across both linear and streaming channels. With more brands using AI tools to generate creative for TV ads, this makes having an integrated creative service critical for a tv ad platform.

Advantage: MNTN's creative services through QuickFrame and Maximum Effort provide
integrated production support that may benefit brands without existing
creative resources or agency partnerships.

6. Data Infrastructure and Privacy

Tatari’s proprietary data infrastructure, Vault, powers secure, privacy-first data-sharing infrastructure, supporting secure attribution and ensuring compliance with evolving privacy regulations while maintaining measurement precision. Vault allows brands to share data S2S without a need for a pixel. This allows brands to unlock more insights and see the full impact of TV. 

MNTN does not currently offer a comparable privacy platform; attribution is handled through in-platform pixel tracking and view-based reporting.

Advantage: Tatari — for privacy-safe data sharing and enterprise-grade measurement infrastructure.

Use Cases by Advertiser Type

For New TV Advertisers

• MNTN provides a simple entry into CTV with automation and minimal setup.

• Tatari offers a self-serve, in-house platform for CTV.  As brands scale, Tatari offers a platform for convergent TV across CTV and linear, with support to help new TV advertisers learn attribution best practices from the start.

For Experienced TV Advertisers

• Tatari’s cross-platform measurement, publisher integrations, and incrementality testing make it ideal for mature TV programs seeking accountability. Mature advertisers want both performance and brand campaigns, and Tatari has a proven track record in both areas.

• MNTN’s simplicity may limit advanced optimization needs.

For Agencies

• Tatari enables white-label campaign management, multi-client dashboards, and unified reporting across CTV and linear.

• MNTN works best for agencies offering simple, turnkey CTV campaigns.

Cost and ROI Comparison

Result: Tatari enables brands to quantify real business impact, not just view-through visits.

Final Verdict

Both Tatari and MNTN have helped redefine what “performance TV” means for modern marketers.

But for brands looking to scale, optimize, and prove ROI across the entire TV audience, Tatari stands out in 2025 for its:

• Converged TV buying (across linear + streaming)

• Transparent pricing and reporting

• Best-in-class measurement and incrementality (awarded best CTV ad platform by digiday in 2024 and best CTV ad tech platform by Martech Breakthrough in 2025).

• Strategic expert support and data control

MNTN remains a solid choice for quick-launch CTV campaigns if you're not trying to reach the entire TV audience. You can think about this as only putting your budget on instagam instead of all social media platforms like tiktok and snapchat. Tatari offers access to the entire tv audience with the depth and transparency needed to make TV as measurable and efficient as digital.

DISCLOSURE: This comparison is published by Tatari and represents our perspective on how our platform differs from competitors. We encourage you to evaluate multiple sources and request demos from all platforms before making a decision.

FAQs

What’s the biggest difference between Tatari and MNTN?

Tatari supports both linear and CTV with advanced measurement, while MNTN focuses solely on self-serve CTV.

Which platform is better for first-time TV advertisers?

MNTN offers easy setup; Tatari adds expert support and attribution tools for those serious about measurement.

Does Tatari integrate with major publishers?

Yes—Tatari has direct integrations with NBCU, Warner Bros. Discovery, Paramount, Hulu, and more.

How does measurement differ between the two?

Tatari uses incrementality testing and modeled ROAS to quantify impact. MNTN relies on view-through attribution.

Which offers more transparency in cost?

Tatari provides full visibility into media pricing and fees. MNTN bundles these into an all-in-one platform cost.

Ready to make TV measurable?

Get a Tatari demo and see how top brands use transparent data and cross-channel measurement to turn TV into a true performance channel.