Healthcare data platform Freshpaint and ad-tech firm MNTN have launched an integrated solution that allows healthcare brands to run measurable, performance-based advertising campaigns on Connected TV while remaining HIPAA-compliant. The partnership tackles the privacy regulations that have historically made it nearly impossible for the health sector to track ad performance on streaming platforms.
Cracking the code: For years, HIPAA rules created a measurement black box, preventing marketers from connecting a streaming ad view to a patient action, like booking an appointment. The new integration creates a privacy-safe workflow where MNTN sends an anonymized signal to Freshpaint, which matches the conversion inside its own secure environment before sending a de-identified confirmation back for campaign optimization.
No more trade-offs: The move effectively unlocks a high-impact channel that was previously off-limits. According to Freshpaint CEO Michael Malis, marketers no longer have to "choose between running high-impact CTV campaigns and staying compliant." MNTN's Rachel Siegel added that the partnership makes it possible to "clearly see the results, proving that performance and privacy don't have to be at odds."
This collaboration gives Freshpaint and MNTN a significant advantage in the lucrative healthcare vertical by offering a purpose-built tool that addresses a core compliance challenge, potentially opening the CTV floodgates for a new category of performance advertisers.
