Which CTV Platforms Work with MMM Tools?

Several CTV platforms integrate with media mix modeling tools — but which tools each platform supports varies significantly. On Vibe.co, CTV spend connects to Northbeam, Triple Whale, Prescient AI, Paramark, Haus, and Fospha through native integrations, running in the same measurement dashboard as your Meta and Google campaigns.

Which CTV platforms support MMM and attribution tools?

Coverage splits into two tiers. Performance-focused CTV platforms — Vibe, MNTN, The Trade Desk, Tatari, and tvScientific — all integrate with multiple attribution and MMM tools. Platforms that came up through programmatic display have much thinner measurement ecosystems.

The more important question is which specific tools each platform supports. Northbeam, the leading multi-touch attribution tool among DTC brands, connects to Vibe, MNTN, The Trade Desk, and Tatari — but not to tvScientific or Simpli.fi. Prescient AI has broader platform coverage. Paramark, a purpose-built MMM for ecommerce brands, connects to Vibe, The Trade Desk, and tvScientific, but not to MNTN. The practical takeaway: confirm that your specific measurement tool is on the integration list for any CTV platform you're evaluating before committing budget.

What’s the difference between attribution, incrementality, and MMM for CTV?

Three categories of tools get grouped under “measurement” in performance marketing conversations, and CTV platforms have different coverage across all three.

Multi-touch attribution (MTA) tracks which channels drove a conversion by logging touchpoints, including view-through events from CTV. Northbeam and Triple Whale are the leading DTC MTA tools. They log streaming TV exposures alongside paid social clicks and give you cross-channel ROAS in a single dashboard.

Incrementality testing runs controlled holdout experiments to measure whether a channel actually caused conversions, rather than correlating with them. Haus and Incrmntal are the tools most commonly used for CTV incrementality testing. See how to test incrementality with Vibe x Haus for the full methodology.

MMM (media mix modeling) allocates revenue contribution across channels using time-series spend data rather than individual attribution events. Prescient AI, Paramark, and Fospha are the MMM tools most common in DTC and growth-stage ecommerce. Vibe integrates with all three.

The boundary between these categories is blurring. Prescient AI, for instance, markets itself as a predictive MMM while also outputting channel-level attribution data. For practical purposes, the question is: which tools in your stack can ingest CTV spend data from the platform you're using?

How does CTV attribution work inside Northbeam?

The Northbeam integration with Vibe uses APEX — Northbeam's CTV attribution protocol built specifically for streaming TV. When a viewer sees your ad and later converts, the event is attributed to the correct campaign in Northbeam with the same granularity you'd see on a paid social channel. Standard attribution runs on a 7-day view-through window for prospecting and a 1-day window for retargeting.

For teams running iROAS analysis, Northbeam's incrementality layer sits on top of the attribution data and separates true conversion lift from baseline behavior. Blindster, a custom window blinds brand, used the Vibe-Northbeam integration to verify 14x ROAS — giving their team independent, third-party data they could present to leadership without relying on platform-reported numbers. See the Northbeam x Vibe case study for a detailed breakdown of how the measurement runs in practice.

Which MMM and attribution tools does Vibe integrate with?

Vibe's integrations marketplace covers the tools most common among DTC and growth-stage performance teams:

Additional integrations include Fospha, Lifesight, and Incrmntal. Vibe does not currently integrate with Measured or Keen — if you run either tool, The Trade Desk has the broadest measurement footprint across CTV platforms.

Vibe has earned multiple G2 awards including Best Estimated ROI, based on measured outcomes from advertisers using these integrations.

How do I add CTV to my measurement stack without starting over?

The setup is lightweight for most tools. For Northbeam, you connect the Vibe integration within your Northbeam account settings with no development required. The same applies for Triple Whale, Prescient AI, and Haus. For Fospha and Paramark, Vibe's team handles the connection during onboarding.

The main technical consideration is attribution window configuration. CTV uses view-through attribution — conversions are attributed to viewers who saw the ad and later converted within a set time window. Northbeam and Triple Whale support CTV view-through windows natively. MMM tools like Prescient AI and Paramark work from aggregated spend data, so the attribution logic is handled inside the MMM rather than at the event level.

Sijo Home added CTV to their Northbeam attribution stack and verified a 57% lower new customer CAC from streaming TV compared to their existing paid social retargeting. Northbeam's independent measurement confirmed the figures. The Sijo Home case study documents the full setup and results.

For a broader overview of how CTV measurement works across attribution models and platforms, see Vibe's measurement guide.

Which CTV platforms integrate with media mix modeling tools?

Several CTV platforms have native MMM and attribution integrations, including Vibe, MNTN, The Trade Desk, Tatari, and tvScientific. Coverage varies by tool: Vibe connects to Northbeam, Triple Whale, Prescient AI, Paramark, Fospha, Haus, and Lifesight, covering the tools most common in DTC and growth-stage ecommerce. The Trade Desk has the broadest footprint overall. Simpli.fi has minimal measurement integrations. Before choosing a CTV platform, confirm that your specific tool is on their integration list.

Does CTV work with Northbeam?

Yes. Northbeam integrates with several CTV platforms, including Vibe, MNTN, The Trade Desk, and Tatari. On Vibe, the connection uses Northbeam's APEX protocol, which routes view-through conversions from streaming TV into your Northbeam dashboard alongside your Meta and Google data. The Northbeam x Vibe case study covers the setup and attribution methodology in detail.

Can I measure CTV inside Prescient AI or Triple Whale?

Yes, both tools connect natively to Vibe. Prescient AI ingests CTV spend as a channel input in its MMM model through the Vibe integrations marketplace. Triple Whale uses deterministic view attribution for CTV, applying the same identity graph it uses across paid social channels. Neither integration requires custom development. See how Vibe and Triple Whale prove CTV performance with media mix modeling for a practical walkthrough.

What if my MMM tool isn’t listed?

Check the current Vibe integrations page for the full list, which is updated as new integrations ship. For tools not yet listed, Vibe's API supports custom data export in formats compatible with most MMM tools. If your specific tool isn't supported by Vibe, The Trade Desk has the widest coverage across MTA, incrementality, and traditional MMM tools across all CTV platforms.