
This guidebook takes a granular look at:
CTV Ecosystem: CTV vs OTT, Publishers, App Categories, Operation Systems
Supply Chain Management: Components, Auctions, Integration Types, Buying Models, Programmatic Deals
CTV Inventory Monetization: Monetization Models, Measuring Results, Optimization Practices
Download all the insights today to maximize your revenue and fulfill the potential of your CTV ad inventory.
TV buyers have long relied on Direct IO or Programmatic Guaranteed to access premium streaming inventory, each with trade-offs in cost, transparency, and automation. Tatari’s Upstream introduces a new approach designed to combine the strengths of both.
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Agencies like Dentsu and WPP exiting OpenPath expose the cracks in The Trade Desk's programmatic CTV platform and highlight the importance and need for direct sales automation, which represents the next phase of CTV buying and why we launched Upstream.
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Direct sales generate the majority of CTV revenue for publishers, but remain stuck in manual workflows—until now. Upstream automates the insertion order process through ad-server level integration, giving Tatari's 400+ brands direct access to premium inventory while eliminating intermediary fees and fraud risks that plague programmatic buying.
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