It can be easy to overstate the impact of a streaming TV campaign - by lumping in digital display channels. Our goal in this article is to unveil some of the (questionable) tactics deployed by programmatic TV ad platforms, and why Tatari doesn't practice this.

As TV and digital advertising converge, our vision is to build intelligent infrastructure that connects supply and demand partners, giving them unprecedented automation, control, and transparency.

In this article, we will unpack OLV and most importantly, the relevance of OLV to the old definition of Connected TV (making for a new Convergent TV).

As TV continues its massive transition, the Upfronts look and feel a little different each year. At Tatari, we’re here to help our clients navigate the Upfront season while still executing campaigns that drive real-world outcomes and high ROAS.

We hosted a webinar with MediaPost to address the complexities of TV and the most frequently asked questions agencies have when getting started.

Unlike its streaming rivals, Netflix shares no impressions data with demand-side partners. So, we decided to dig a little deeper into the numbers and explore if there’s still a case to be made for performance-minded TV marketers.

We sat down with Made In at GROW LA to discuss how their brand leverages streaming and linear TV ads to build brand awareness and drive lower-funnel campaign results.

In honor of International Women's Day, let's take a look at how a few Tatari women #EmbraceEquity.

Ad buyers now have access to Experian marketing data in the Tatari platform, allowing them to gain a deeper understanding of their consumers to drive even stronger campaign performance.

Tatari is proud to announce that we have been certified as one of 14 measurement partners by NBC Universal in the Incrementality Measurement/Sales Impact category.

With a new year ahead of us, we wanted to reflect and share some of the moments that made 2022 so special.

In this post, we share Alex Kahan’s unusual path to becoming a Media Buying Platform (MBP) engineer, starting as a media buyer and following his passion for coding.

Let’s take a look at how three Tatari clients, Nutrafol, Tecovas, and Ro, started their TV journey with a performance-focused mindset and later added brand objectives to drive even stronger campaign results.

Whilst there is value in targeting, it leads brands to not fully harness the power of TV advertising. This is best explained by laying out a typical TV advertising journey (with related spend levels).

The opportunity to work with young talent is something Tatari values deeply, which is why it’s been our long-standing goal to develop an annual internship program so we can continue to uplift and learn from the next generation of leaders.

Ad buyers now have easy access to Samba TV’s industry-leading OTT and linear television viewing data, helping them better leverage the performance capabilities of TV advertising.

Retargeting has proven to be one of the most successful performance drivers in digital media (namely display ad units). Today, leading marketers are pursuing the same strategy with Connected TV (a.k.a. streaming TV) ads.

More than 200 direct brands already use the Tatari platform for buying and measuring TV advertising. Now, agencies will have the same tools, data, and predictive intelligence to offer TV advertising to their clients.

Tatari is proud to be the only TV app within the new ad tech category of the Shopify Plus Certified App Program, which was launched to promote best-in-class partners for merchants on the Shopify platform. To date, Tatari’s best-in-class Shopify app has helped more than 200 Shopify customers easily access TV advertising with a simple integration.

During during the first-ever NFL game exclusively available on Amazon, our client Underdog Fantasy saw performance in the 85th percentile of all their NFL media buys. See how for advertisers in general, buying Amazon Prime NFL spots may very well be worth your while.

Many major streaming players are moving away from programmatic buying platforms in favor of direct sales teams. Only in doing so can they preserve the audience viewing experience in a meaningful way.

This year marks Tatari’s sixth anniversary. Unlike last year, the team celebrated in person on our first day of (hybrid) return-to-office! Tatari’s sixth year was another one of rapid growth and deep investment in talent and technology.

Read our white paper to see how Gametime, the leading mobile ticketing marketplace for last-minute sports & entertainment tickets, used TV ads to drive existing app users to re-engage with their app.

When businesses attempt to deal with economic uncertainty, a magnifying glass is often placed on advertising budgets. But as history shows, brands that weather the storm and maintain advertising activity typically fare better than those that pull back.

Tatari and our friends at GROW celebrated the return of in-person events with an epic gathering in Beverly Hills. Watch the full talk to understand how Vuori went from developing their first-ever spot to leveraging TV as a primary performance channel to drive both brand awareness and lower-funnel metrics.

Even as fewer people consume content in a linear fashion, advertisers are still finding incredible value in reaching the people who do watch cable or broadcast.

The rise of CTV has helped bridge the best practices of digital and TV advertising. Now, advertisers can replicate one of digital’s best-performing tactics – retargeting – on the biggest and most engaging screen in a consumer’s household.

Tatari developed a view-through attribution metric designed, and optimized, solely for TV using TV-specific device graph data and proprietary methodologies.

After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.

Tatari has been named one of Inc. Magazine’s Best Workplaces for 2022 out of 3,000+ submissions. We are honored to be recognized for our culture, employee engagement, and benefit offerings. In order to be considered for this award for the third consecutive year.

See how a DTC Health Tech client improved CPA and increased reach using Tatari's frequency optimization calculations.

Download this exclusive new snapshot report for a granular look at the 2022 US TV landscape, which includes breakdowns of viewership, time spent, ad spend, and more across traditional TV, CTV, and over-the-top (OTT) video.

Tatari’s Similar Inventory feature combines data science with viewership data in order to recommend available inventory across both linear and streaming TV. Watch our short video to learn more.

Tatari has acquired TheViewPoint, a CTV monetization platform for publishers. This is part of Tatari’s long-term vision for a clean and more direct CTV supply path for outcome-driven TV advertisers.

Tatari teamed up with Adweek to tell the story of 6 disruptor brands and how they have effectively used TV to achieve a wide range of KPIs across all stages of the marketing funnel.

The International Women's Day theme for 2022 is #BreaktheBias. Learn how our community of women is working to challenge stereotypes, uplift one another, and encourage more gender diversity and equity.

No matter how meticulously a survey is crafted, it will always inherently be prone to error. Learn how Tatari solves this problem with a highly accurate mechanism for estimating TV lift.

What an honor to be named by AdAge (for the 2nd time) and Energage as a Best Workplace for 2022! Tatari's Head of HR reflects on how we've maintained our culture and values—even as we've quadrupled since the start of COVID.

TV ads produce a significant delayed response that traditional attribution models don't always capture. To accurately measure the delayed responses of a linear or streaming TV ad, advertisers need to consider these three things.

As we gear up for even more action next year, we wanted to resurface some of our most-read pieces to help with your 2022 TV advertising planning efforts.

This is the industry’s first UID 2.0 campaign for CTV and there’s a lot to break down and understand from this effort. Read more for a deeper dive into our process.

Marketers can now directly upload creative assets to Tatari’s platform and manage them from one central location for air on linear TV or streaming platforms.

Lara comes to Tatari from Amazon Advertising, where she was Product Management Lead, Campaign and Creative Services, for the company’s rapidly expanding ad business.

After analyzing the historical data of clients in-market with BFCM-themed creatives, we’ve pulled out a few common trends we typically see. Here’s a look at what we’ve uncovered when it comes to TV ad inventory clearance, performance, and creative strategies.

Tatari recently analyzed the performance of three clients who were running targeted and ROS campaigns at the same time, with the same creatives. Read more to see our findings.

Tatari executed Made In’s first campaign programmatically using UID 2.0’s data to validate campaign performance, including path to conversion measurement. See the results of the campaign, and learn why UID 2.0 promises to be one of the most widely adopted frameworks for ad buying beyond cookies.

In this video, you’ll learn more about the TV advertising industry, as well as the three types of inventory that Tatari can help secure for your brand. 

This white paper takes a granular look at some of the major ad-supported players. This includes a variety of details related to each streaming service’s audience, content, and advertising opportunities. 

We know that marketers need to see their campaign’s performance results that measure both the immediate and delayed response. Watch our short video to learn more about DragFactor enabling next-day measurement.

Tatari’s fifth year was another one of rapid growth and evolution, as well as deep investment in the talent and technology that will guide the company’s next chapter. 

Tatari can help brands adjust their acquisition costs appropriately within their TV spend, and we can extend that process as it relates to retaining existing customers or reactivating lapsed ones.

Tatari's automated order process for linear and streaming TV equips buyers & publishers with time-saving tools and provides advertisers the speed, transparency, and agility they need in today's growing AVOD space.

We recently rolled out a new pixel technology named “Tatari Tag Manager” (TTM) that offers stronger attribution of TV campaigns, alongside increased data flexibility and transparency.

Tatari's 2021 network party brought together over 100 of our valued partners from leading networks and publishers and delivered one part celebration, one part innovation, and one part inspiration. 

Tatari's Media Buying Associate, Kirk, shares how companies can better support and celebrate their LGTBQ+ employees.

See the new features we're releasing to help marketers measure TV campaigns with the sophistication and detail of a digital campaign, making it easier to compare one against the other. 

With more networks offering OTT inventory as a part of their linear upfront packages, it's increasingly important for brands to use a holistic measurement approach to assess performance across streaming and linear TV.

Here’s a short video that walks you through our measurement of streaming TV, and how we deal with things such as: incrementality, device mappings, immediate and delayed response, and lower and upper-funnel measurement.

Google’s move to shut down person-level targeting in its browser isn’t the end of performance marketing. Quite the contrary. It’s the redirect our industry needs to get back on track.

Tatari has been named one of Inc. Magazine’s Best Workplaces for 2021 out of 3,000+ submissions. We can’t celebrate this award without acknowledging the perseverance and resilience that all Tatarians have shown throughout these challenging times.

We have always made health and happiness a priority, and with May as National Mental Health Month, we are bringing mental health awareness to the forefront in a variety of ways. 

Learn how our exclusive partnership with Clearco, the world’s largest e-commerce investor, helps brands fund their TV advertising with quick, sensible financing without having to raise it as venture capital.

Here at Tatari, we use a data-driven approach to make recommendations around duration. In this article, we share our findings and recommendations for creative duration.

We’ve seen significant improvements across many areas in our bi-annual survey. In this article, we share some highlights from the survey.

At Tatari, we are committed to speaking up against gender inequality and bias and creating an environment that is supportive in the process. To celebrate International Women's Day, we hear from some of the Ladies of Tatari.

TV sponsorships and integrations are the pinnacle of modern-day influencer marketing, aligning brands with the events and personalities about which their target audiences care most deeply.

At Tatari, we recognize the massive role that the TV industry plays in not only celebrating February as Black History Month, but in elevating diversity, equity and inclusion (DE&I) in our society throughout the year.

Todd Gordon arrives at Tatari with more than two decades of experience in the media industry, and has spent the past five years spearheading programmatic TV businesses for Adobe and TubeMogul.

The Super Bowl creates unique viewership patterns before and after the game that provide opportunities to buy high-profile inventory at a fraction of the cost of a national in-game spot.

Tatari sat down with Chad Siovaila, Director of Performance Marketing at Readers.com, to learn more about his journey with TV advertising and how it has affected the business. 

We partnered with Adweek to look at how four top DTC brands—Roman, Made In, Ibotta and Rothy’s—are using a data-driven approach to drive performance with TV advertising.

Digiday and Tatari surveyed more than 70 advertisers and asked them about their attitudes and practices related to overall video investment and how TV-related spending strategies are evolving. This state of the industry report creates a picture of the future of TV and digital video investment.

In 2020, we experienced the upending of the programming calendar, the evaporation (and return) of live sports, sharp reductions in advertising demand, huge surges in viewership, the postponement and virtualization of the upfronts. Navigating 2020 was a true team effort - thank you to all our partners.

Tatari was recently featured on VAB’s Industry Spotlight Webinar with Alberto Horihuela, Co-Founder & CMO of fuboTV, to share their journey through linear TV advertising. 

Even though linear TV has been around much longer than streaming, deterministic attribution is typically more difficult. Here is a short video that walks you through our measurement of linear TV.

Most marketers worry that their champion creatives will eventually lose their punch over time. We look at our clients' data to learn whether there is any truth behind this belief.

Today we’re excited to announce Return on Ad Spend (or ROAS) metrics are available in the Tatari dashboard. This represents a major step in the emergence of TV as a medium for growth-stage businesses focused on customer acquisition.

The election is top-of-mind for people in the US right now. While we have no intention of predicting the outcome, we have data and some unique insights that might help you formulate today’s winner.

Usually exclusive to eMarketer subscribers, Tatari has sponsored their latest report featuring a roundup of the latest industry research to help you understand the shifting trends in TV and digital video.

Tatari sat down with Kevin Penney, Bonfire’s Chief Marketing Officer, to learn more about his journey with TV advertising. 

Many brands use granular advertising data to perform deep analysis & help them optimize multi-channel advertising strategies. Here are a few ways you can use raw TV data to optimize advertising strategies.  

We were recently joined by leading growth marketers, Junior Reyes (Resident), Aaron Pelander (GovX), and Dan Guy (Lemonaid Health) to discuss how they’re utilizing TV as a performance channel.

Being able to target customers with the optimal number of views and minimize CPV (and CAC) is a unique advantage of streaming TV, yet the opportunity gets squandered.

What exactly makes a great ad? One creative element has been effective for 70% of Tatari clients who have tested it: brand watermarking!

Today marks Tatari’s 4-year anniversary. This time around, the anniversary reflects much more than just the passage of another 12 months.

Measuring streaming outcomes is only half; measuring the quality of the impressions delivery is the other half.  This is the first in a series of articles on the topic.

Our VP of Engineering gives a peek “under the hood” of the Engineering group here at Tatari.

With major sports set to resume, it’s a good time to take stock of what we learned from the recent hiatus. And how these learnings may influence the TV industry and advertising market for live sports moving forward.

It's important to step away from demographics altogether and instead, build audiences based on the programs and networks that a brand’s current visitors or customers are watching.

As brands reallocate their dollars from Facebook to other channels, they're likely to learn that connected TV (CTV) and over-the-top (OTT) TV has as much, if not more, to offer than Facebook.

In linear broadcasting, there is a significant difference in response rates at different dayparts. That difference derives from human behavior and states of mind; the on-demand nature of streaming does not erase those habits altogether.  

In this article, we put Tatari’s incrementality approach for incrementality in linear TV (dynamic baselining) to the test by comparing it with a pure test-control experiment. 

In this video, you'll learn when to use view-through vs incrementality, the pros and cons of each, and how Roman uses these methodologies together to optimize their campaigns.

See our recommendations for what to buy (linear vs streaming, remnant vs guaranteed) and when to buy over the next 3 quarters.

If a website is more optimally designed, visitors driven by TV will be more likely to linger and ultimately convert. 

With real data, we'll demonstrate why going dark and temporarily pausing a TV campaign usually isn't good in the world of TV advertising.

With the 2020 presidential election only a few months away, it is time for advertisers to take stock, and bake the usual inventory tightness into their media plans. 

Brands can now measure the cost for every install and lower-funnel event on Android or iOS applications.

Tatari's Head of HR shares five things we've done to ensure that Tatari culture continues to thrive even during these challenging times.

Meet Tatari's first batch of Certified TV Consultants!

In today's market conditions, networks and publishers are offering discounts on advertising inventory. We launched a new feature through which we announce these fire sale deals in the Tatari dashboard.

Watch our short video to learn more about our industry-leading incrementality method.

Learn how Calm used data & analytics to drive customer acquisition, found audiences at scale, and ultimately launched a large-scale brand campaign featuring NBA star LeBron James to become the No. 1 Mental Fitness App, with over 70 million downloads.

Tatari has built an integration with AppsFlyer to ingest mobile attribution data, such as how many people downloaded the app, signed up for an account and made an in-app purchase.

As it relates to TV advertising, Tatari has published daily (and intra-day) updates with our clients, and we summarized some from this past week in this post.

COVID-19 has become a reality for everyone. Learn how TV markets are being affected and how TV advertisers need to respond.

We're excited to announce our partnership with Rockerbox, a marketing attribution provider.

With yesterday being International Women’s Day, we want to take a moment to thank and celebrate the amazing group of women at Tatari who make invaluable contributions to our business and culture on a daily basis. 

At our recent client events, we shared exciting new features that we’re launching in the coming months across measurement, media buying, and partner integrations.

This Roundup of articles, insights and interviews will help you understand key trends in CTV today.

Tatari's media buying team works with many brands that find success on specific networks or in certain programs and they often ask media buyers at Tatari; "how do we ensure that we get more spots there?"

Tatari sat down with Brooke O'Brien, Marketing Manager of User Acquisition at Ibotta, to learn more about her journey and experience with TV advertising.

We are thrilled to be named one of Ad Age’s “Best Places to Work 2020!” In light of this award, we want to share a bit about why Tatari is such a great place to work!

As the number of TV channels grows and audiences fragment, a measurement-based testing approach to ad-buying beats one based on targeting.

TV advertising lingo and standards are #$#@! mixed up! Here's a simplified explanation of each term with real-life examples.

Tatari recently asked leading DTC brands what their TV advertising plans were for 2020 and whether they’d be investing more in linear or streaming.

Today, Tatari announces the appointment of Scott Persinger as the company’s new Vice President of Engineering.

Many of Tatari’s employees are parents, including two of our three founders, so caring for one’s family has been a top priority at Tatari since the very beginning.

When Hickies experienced a 60% sales spike on the heels of a TV ad campaign, it was a cause for celebration — and investigation.

Tatari sat down with Branden Windle, Co-Founder and Chief Marketing Officer at Tecovas, to learn more about his journey and experience with TV advertising.

In a mere five years, TV advertising has turned from an offline into an online medium. This shift has brought challenges and opportunities to TV advertising measurement.

Many moms have to make the difficult decision to leave their young baby during the day so they can (do non-mother) work, but my son gets to see his mom during the day while she works.

This week marks Tatari’s third year anniversary. We have a lot to be proud of as a company.

Tatari sat down with Jordan Gladstone, Director of Marketing at Dave to learn more about her journey and experience with TV advertising.

“The most wonderful time of the year” can actually be a make-or-break time in terms of allocating for linear TV.

While search and social media – Facebook, in particular – are still the most popular, TV advertisers can be found on just about any platform, including radio, direct mail and out of home.

Tatari announces the appointment of Andrew Schonfeld as the company’s new Head of Client Services.

Many mobile marketers tasked with driving user growth or acquisition find themselves in a similar situation. They have maxed out on digital channels like social and search, and they need to find another channel that reaches audiences at scale.

Creative plays an important and powerful role in a company’s TV campaign. Data shows that the ad creative can make or break a pilot test - leaving a lot of money and time on the line.

We interviewed Vicky, a 13-year media industry vet, on some of the differences between Tatari and traditional media agencies.

AdExchanger spoke with Inghelbrecht about Tatari and how a startup TV ad agency could crack a market where so much of the advantage comes from scaled buys.

Tatari is now almost over 40 employees and we’re looking for more talented, smart, and hard-working people to join our team.

TV advertising campaigns are now well within reach for DTC brands. But merely plunging into TV is not enough to be successful. Here are three common pitfalls to avoid.

Last week, the top TV networks and streaming publishers joined Tatari for our 2nd annual industry party in NYC.

Tatari CEO, Philip Inghelbrecht, explains how Tatari caters to DTC brands needs, and discusses how these brands are helping push forward changes to how TV is bought and sold more widely.

In this post, we’re doing a deep-dive on a complex, yet popular, inventory slice oddly called “national-locals."

Tatari sat down with Darren Olive, VP of Video Ad Sales at Sony Crackle / PlayStation Vue to discuss their OTT and connected TV inventory as well as where things are headed next.

How are marketers finding value and efficiency in television advertising, despite the lower ability to target?

We will explore what bonus spots are, how they are awarded, when & where they will air, and most importantly- why they should be measured.

The two or three weeks right after Christmas, TV inventory becomes widely available and with that, pricing craters.

Why would a savvy TV advertiser be willing to pay high CPMs if there’s a much, much cheaper CPM with similar targeting readily available?

I have a lot to be thankful for. The Tatari team is now 30+ strong, each and everyone an A+ caliber player.

Tatari sat down with Caitlin Nugent, an account executive at Turner to get her perspective on connected TV advertising.

We can't wait to see how Amit will help us double-down, especially as it relates to OTT and Connected TV advertising.

The theory of profit maximization by equalizing MC to MR falls short in the world of TV advertising.

Tatari sat down with Will Flaherty, VP of Growth at Ro to learn more about his journey and experience with TV advertising.

Marketers should always compare the performance of Facebook to that of TV, but this comparison can only be performed if both platforms are evaluated using marginal cost and incrementality

Last week, Tatarians from our San Francisco office volunteered at ShelterTech, a non-profit organization focused on solving technology challenges faced by those experiencing homelessness.

The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population.

Undeniably one of the most asked questions in the run-up to a TV pilot is “What Cost-per-Visitor (CPV)” or “What Cost-per-Sale (CPS)” should we expect, and “what have you seen in other campaigns?”

Adam has been working with Tatari for almost a year now, from Turo’s initial pilot to today’s scaled-up campaign. Having grown into a TV advertising expert, his perspective is unique and a recommended read for any novice TV advertiser.

The NFL season kicked off last week, and it wasn’t a particularly strong start for TV’s most watched program.

Since 2016, we’ve learned a lot, accomplished many goals and maybe had a couple shenanigans along the way.

Austin joined Tatari in May for a summer internship.  From first business trip to pushing yourself out of your comfort zone, we thought it would be fun to get his take on new experiences. 

We will demonstrate patterns of seasonality in media buying with real data between 2016 and 2018.

Katie joined Tatari in July this year.  We thought it would be fun to get her first impressions of working at the company.  

Pricing and clearance are two pillar concepts, deeply intertwined, in remnant TV media-buying. This post will focus on the challenges that come with predicting clearance.

Last week, some of our SF team decided to surprise one of our remote colleagues, Koosh, in Capitola CA.

The Astros were playing the Dodgers in the first game of the World Series. With each spot commanding a near 6-digit-dollar figure, this would be the biggest and ballsiest play yet for Hubble.

On June 13, during our mid-year company get-together, Tatarians volunteered at the GLIDE Foundation and participated in the "Daily Free Meals Program," preparing and serving food to the community of San Francisco.

On Wednesday and Thursday, Tatari exhibited at the Internet Retailer Conference and Exhibition in Chicago.

Different creatives often end up being distributed across different networks, and occasionally with different spend, making it difficult to accurately assess creative performance.

While local spot costs are indeed less expensive than national buys, the number of local impressions aired is much smaller.

This article lays out the difficulties of measuring TV-driven conversions and shows the key aspects of our methodology.

TV ads so far have always been classified as either brand or direct-response (DR). We will discuss the typical features of both types and show that a third (hybrid) option is also feasible.

You want try TV advertising, but how do you go about producing your TV commercials? We provide guidelines to getting started from picking a creative agency, the production process, budget, and more.

Here’s what makes homework assignments superior to other interviewing techniques (including a few recent Tatari examples).

A good TV campaign should aim to measure both the direct response and brand impact. We measure the relationship between the two via what we like to call the "DragFactor."

Last week, on March 8, Tatari threw its Industry Party for all our networks at the Union Fare in NYC.

If you are new to TV advertising, learning the ropes of media-buying can be intimidating. In this article, we explain the basics of TV inventory and describe how media-buying works in today’s market.

In this edition of Tatarians in the Spotlight, we talked to Fred Li, our Junior Software Engineer, who first joined the company as an intern.

This article highlights indicators of the right time to go into TV, and shows that TV is usually appropriate earlier than most advertisers assume.

The measurement of TV advertising has made significant progress in the last 10 years. TV-viewing behavior, however, is changing rapidly and undermines recent accomplishments.

TV advertising used to be a “spray and pray” process. Advertisers would purchase very expensive spots based on just intuition. Now, TV performance can be both measured and optimized with these two components.

There are three reasons to start TV advertising: reach, scale, and the power of TV ads.

Last week, we talked to Clem Bason, the CEO of goSeek, an online travel service that helps people find the best hotel deals.

As we approach the end of the year, the fourth broadcaster quarter (Q4) is always an interesting period to analyze TV performance and media-buying.

What happens if a marketer discovers that, at the current level of spend, the marginal cost of advertising on digital is higher than the marginal cost of advertising on TV?

Last week, we chatted with Jesse Horwitz—the co-founder and co-CEO of Hubble Contacts—about the beginnings of Hubble and his journey with TV advertising.

Last week, The New York Times reported that The Weather Channel averaged almost 1.3 million viewers during prime time due to hurricanes Harvey and Irma.

One of many benefits of TV advertising is that it is not impacted by fraudulent traffic in the same way digital advertising often is.

Optimizing advertising campaigns should always be done at the margin, and not at the average.

For years, Nielsen has been used as the go-to audience measurement tool despite continuous criticism against its inherent flaws.

Tatari as a company name was a lucky accident - but, we love it, we have a cool logo, and above all, we hope you like it too.