Freshpaint the privacy-first marketing performance platform for healthcare has announced a strategic partnership with MNTN, a technology platform that brings performance marketing to Connected TV (CTV). This collaboration aims to make measurable, privacy-compliant CTV advertising accessible for healthcare organizations — a segment that has historically steered clear of CTV due to privacy challenges and measurement limitations.
By integrating Freshpaint’s privacy-centric infrastructure with MNTN Performance TV, healthcare marketers can now run CTV campaigns that are not only compliant with strict regulations like HIPAA but also traceable all the way to real business outcomes — such as booked appointments, sign-ups, and purchases. Freshpaint captures and de-identifies behavioral data before sending conversion signals to MNTN for reporting and optimization.
Until now, CTV has often been considered “too complex and too difficult to measure” for healthcare and other privacy-sensitive industries. This partnership is positioned as a turning point — opening what has effectively been a closed advertising channel for healthcare by resolving measurement and compliance issues.
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How the Freshpaint + MNTN Integration Works
The integration provides several key capabilities:
- Privacy-First Attribution: Freshpaint ensures that sensitive identifiers like IP addresses or device IDs never leave a healthcare organization’s environment. Only de-identified conversion signals are returned to MNTN for campaign evaluation.
- Measurement of Campaigns: The impressions of advertisements on CTV can be traced back to actual results, like appointments and conversions on the website, rather than just focusing on reach and impressions.
- ROI and Optimization: The conversion data is then used for better bidding, targeting, and ROAS through the reporting and optimization system of MNTN.
- HIPAA Compliance: Healthcare organizations can run high-impact CTV campaigns while maintaining strict privacy safeguards — a longstanding barrier in the industry.
According to Freshpaint’s CEO Michael Malis, marketers should not have to “choose between performance and compliance,” and the integration with MNTN bridges that gap. Similarly, MNTN officials highlight that this partnership finally makes HIPAA-compliant, measurable CTV advertising a reality rather than a theoretical possibility.
Why This Matters for B2B Marketing and Advertising
While the announcement primarily targets healthcare marketers, the broader implications for the B2B marketing and advertising industry are significant. Here’s why:
CTV Becomes a Performance-Driven Channel
CTV has always been considered a brand awareness channel, which is great for reach but hard to tie back to conversions and ultimately the bottom line. With Freshpaint + MNTN, performance marketing goals are now possible on CTV in a privacy-conscious manner.
For B2B marketers, particularly those in industries such as healthcare, finance, and enterprise software, this means that CTV can now be used as part of a full-funnel strategy versus just a top-of-funnel branding play. Marketers can now:
- Tie ads to lead form completions, event sign-ups, or revenue outcomes.
- Optimize budgets based on conversion efficiency rather than impressions alone.
- Expand measurement frameworks to include both digital and TV channels.
The shift towards measurable CTV aligns with broader industry trends in which advertisers seek accountability and precise ROI across all channels.
Privacy Compliance as a Competitive Advantage
Data privacy is no longer a buzzword; it’s a core strategic requirement — especially in B2B industries with strict regulatory landscapes. Healthcare, finance, and other enterprise sectors must navigate complex legal frameworks (such as HIPAA or GDPR) that limit how user data can be shared and used. Freshpaint’s approach of protecting sensitive information by default makes CTV campaigns viable for organizations that otherwise would avoid them.
For B2B marketers, this means adopting privacy-first performance channels can help brands:
- Build trust with enterprise customers and stakeholders.
- Avoid regulatory risk while scaling data-driven marketing.
- Differentiate digital campaigns by demonstrating compliance as a value proposition.
Breaking Down Channel Silos
One of the biggest challenges in marketing is the fragmentation between disparate channels — digital, mobile, and TV. Traditionally, performance channels like search and social have dominated because they are easily measurable. CTV has often been siloed due to measurement challenges.
With conversion signals now flowing from Freshpaint to MNTN and appearing directly in reporting, marketers gain a unified view of performance across channels. This holistic view allows:
- Better multi-touch attribution modeling that includes CTV.
- Campaign optimization across an extended media mix.
- Evidence-based budget allocation informed by real outcomes rather than guesswork.
CTV can now play a strategic role alongside digital performance channels, rather than being managed separately as a branding exercise.
Broader Effects on Business Operations
Expanding Advertising Options in Regulated Industries
For businesses operating in heavily regulated environments, such as healthcare and financial services, this integration is a proof point that performance marketing can be compliant. This lowers barriers to experimentation with CTV and encourages broader adoption of premium media formats.
Improved ROI Through Better Attribution
Accurate attribution drives better decision-making. With de-identified conversion data feeding back into optimization models, organizations can improve targeting, bidding strategies, and media spend efficiency – a critical advantage as budgets tighten and performance expectations rise.
Increased Confidence in Media Investments
With the increased visibility into the outcomes associated with CTV exposure, advertising executives can more confidently explain their spending decisions to their executive stakeholders, such as the CMO and CFO.
Conclusion: A Turning Point for CTV in Performance Marketing
The Freshpaint and MNTN collaboration represents a major turning point in the adoption of Connected TV as a measurable and privacy-compliant performance method. With this collaboration, the challenges of privacy and attribution are addressed, opening up new possibilities for B2B marketers who want to add variety to their media plans and improve the ROI of their marketing channels.
As the performance bar continues to rise and digital media plans become more complex, solutions that help marketers execute outcome-driven CTV campaigns while remaining compliant will become critical components of advanced marketing infrastructure in the years to come.