Executive Summary
MNTN (formerly SteelHouse) is a publicly traded Connected TV advertising platform (NYSE: MNTN) headquartered in Austin, TX with $226M revenue. The company provides performance TV advertising software enabling brands to run measurable CTV campaigns. Analysis reveals significant disclosure gaps: their own website deploys 52 third-party vendors including 23 that load pre-consent, while their subprocessor list discloses only 22 partners. Identity resolution vendors (Demandbase, LiveRamp, Contactout) and major advertising platforms (Criteo, Meta, LinkedIn, Reddit) are observed but not fully disclosed. As a CTV advertising platform handling advertiser data, MNTN's compliance claims (GDPR/CCPA referenced in Terms) contrast with their website's pre-consent tracking practices.
Revenue Threat Profile
4 COLLAPSE VECTORSHow this vendor creates financial exposure. Each score (0-100) reflects observed runtime behavior and documented business practices.
CAC Subsidization
MNTN corrupts measurement through participation in identity resolution networks (LiveRamp, Demandbase) that enable cross-platform tracking. As a CTV advertising platform, they have visibility into advertiser campaign performance data which could be leveraged for competitive intelligence. Their Verified Visits attribution methodology relies on device graph matching that introduces measurement uncertainty.
Signal Corruption
As a CTV advertising platform with LiveRamp and Demandbase integrations, MNTN has access to advertiser audience data and campaign performance signals. The bidstream data from programmatic CTV ads reveals demand patterns. Their acquisition of QuickFrame means advertiser creative assets and campaign strategies flow through their platform.
Legal Tail Risk
MNTN's extensive third-party vendor deployment (52 observed) creates significant attack surface. Pre-consent loading of 23 vendors including identity resolution and behavioral tracking exposes site visitors. The company's SOC2 certification is not yet achieved (working on Type I as of Jan 2025), creating compliance risk for enterprise customers.
GTM Attack Surface
MNTN references GDPR/CCPA compliance in Terms & Conditions while their own website loads 23 vendors pre-consent. The gap between disclosed subprocessors (22) and observed vendors (52) creates material consent liability. No GPC support despite being in advertising technology where consent signals are increasingly required.