MNTN is a connected TV marketing platform designed to deliver measurable results by serving ads on streaming TV.
Standard UTM-based tracking isn’t ideal for MNTN since most people don’t click on streaming TV ads. To address this, we’ve introduced a verified visit integration in partnership with MNTN, utilizing their Verified Visit Pixel API. The verified views are added to the Billy Grace Multi-touch attribution (MTA) model.
The Verified Visit Pixel API adds an extra JavaScript snippet to the existing tracking pixel on your website. By using this snippet, MNTN can determine whether a website visitor has recently viewed one of your ads.
Example of How the Integration Works (Before and After)
Before:
Without the Verified Visit Pixel API, suppose a user watches one of your streaming TV ads on Monday. On Tuesday, they search on Google and click through to your website; later that day, they see a Facebook ad and click on it; then on Wednesday, they directly type in your URL and make a purchase. In your current attribution setup, the TV ad exposure is invisible. Your attribution model only sees:
Tuesday: Google Paid Search Click
Tuesday: Facebook Click
Wednesday: Direct Visit → Conversion
As a result, the model attributes the conversion solely to the last click (the Direct visit or, depending on your model, potentially a combination of the visible clicks) but never accounts for the initial streaming TV ad exposure that influenced brand awareness and user intent.
After:
With the Verified Visit Pixel API, the same scenario unfolds, but now we can track the initial TV ad exposure.
Monday: User watches your streaming TV ad (MNTN Verified Visit recorded)
Tuesday: User searches on Google and clicks through to your site (Google Paid Search)
Tuesday: User later sees a Facebook ad and clicks it (Facebook Click)
Wednesday: User visits directly and makes a purchase (Direct Visit → Conversion)
Because the Verified Visit Pixel API confirms that the user previously viewed the streaming TV ad, our platform creates a synthetic touchpoint representing the TV exposure in the user’s journey. Now your Multi-Touch Attribution (MTA) model sees:
Monday: MNTN Verified TV Ad Exposure (Synthetic Touchpoint)
Tuesday: Google Paid Search Click
Tuesday: Facebook Click
Wednesday: Direct Visit → Conversion
By incorporating the TV ad exposure, your MTA model can more accurately distribute credit among all the touchpoints, ensuring the connected TV ad gets the attribution it deserves.
How to implement the integration
Ensure that the Verified Visit Pixel API is running on your website. Contact MNTN to active this.
In Google Tag Manager install a custom HTML tag that triggers on all web pages. First replace YOUR-ID in belows snippet with your Billy Grace Tracking ID. You can find your Tracking ID here.
<script>
var retries = 0,
max_retries = 20,
timeout = 100;
function sendEvent() {
if (window.mntn.is_viewable_verified_visit === "true") {
mntn.bg_source_id = mntn.creative_group_id;
mntn.bg_source = "mntn";
(function(B, G, _, P, I, X, E, L) {
B[P] || ((I = B[P] = function() {
I.process ? I.process.apply(I, arguments) : I.queue.push(arguments);
}).queue = [], I.t = +new Date(),
(X = G.createElement(_)).async = 1,
E = 216e5 * Math.ceil(new Date() / 216e5),
X.src = "https://bgmin.cdn.billygrace.com?t=" + E + "&v=0.1.0.1",
(L = G.getElementsByTagName(_)[0]).parentNode.insertBefore(X, L));
}(window, document, "script", "BillyPix"));
// Initialise and send event
BillyPix("init", "YOUR-ID");
BillyPix('event', 'verified_visit', mntn);
}
}
var mntnExists = setInterval(function() {
if (retries > (max_retries - 1)) {
clearInterval(mntnExists);
}
if (window.mntn !== undefined) {
clearInterval(mntnExists);
sendEvent(); // Call the function here
}
retries++;
}, timeout); // check every 100ms, 20 times = 2000ms total
</script>
3. After loading the snippet above on every page on your website. Billy Grace will automatically receive the verified views from MNTN and incorporate it into its Multi-touch attribution models.