This week marks Tatari’s third year anniversary. We have a lot to be proud of as a company. Starting with just a few engineers and data scientists, we now count over 50 full-time employees across four offices. Our growth is also demonstrated by the volume of streaming media dollars that have flowed through our platform (ten-folding year-over-year), with many advertisers investing in TV for the first time.
We now work with almost half of the iab’s “250 direct brands to watch” that are currently on TV, as well as many established brands. Tatari has helped them find their audience on both small local networks, as well as coveted premium places such as the “big game” and awards shows. Their success is our success, and we love helping brands scale.
Their success is our success, and we love helping brands scale.
While Tatari’s growth is a significant milestone, our product and services have also continued to lead the industry in creating a true data-driven approach to TV advertising. The number 3 is also significant because we like to think of our story written as a trilogy with our first book being about solving measurement for both linear and streaming TV, first and foremost by focusing on incrementality .
Our second story is being written as we speak, and our clients are starting to see the early beginnings (or “chapters”) that will give them further control and autonomy over their campaign (think self-serve), all whilst carefully managed and guided shepherded by our fast-growing client services team.
Underpinning all of this lives a robust (and continuously growing) media-buying platform that helps our advertisers price (and transact) TV inventory across linear and streaming, whether remnant or brand.
While we’re not quite ready to share the story of our final book, we know that we are set up to give advertisers the future of TV, today. With that, we are introducing a new look for Tatari that better reflects our vision of a future where data science and TV advertising converge to perform just like digital- providing our clients a clear way forward.
I'm CEO at Tatari. I love getting things done.
Streaming TV Has Dayparts and Rotations, Too
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.