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. Here are some key milestones we achieved this past year:
Brands continue to trust Tatari for performance on TV
Our client base grew by 90% and we welcomed brands across many industries; fashion & apparel, mobile gaming, healthcare, fitness & wellness, and many more. Several shared their success stories such as Fiverr using retargeting as part of their Super Bowl ad campaign, Teladoc sponsoring Good Morning America, and Truebill (now Rocket Money) bringing TV ad buying in-house with our self-serve platform.
Acquiring TheViewPoint created a cleaner and more direct supply path for CTV
In March of this year, we completed the acquisition of TheViewPoint, a CTV monetization platform for publishers. It brought Tatari closer to its long-term vision for a clean and more direct CTV supply path for outcome-driven TV advertisers. TheViewPoint team has fit right in with the Tatari team, bringing the same DNA that runs across Tatari–impressive tech, scrappy culture, grit, and smarts.
Tatari platform launches key features to improve measurement and media buying
We continued to push the boundaries of buying and measuring TV ads, making it easier than ever to get your brand on TV. A few highlights from this past year are below:
A bit of renovation! We revamped our entire platform, creating a better, more intuitive navigation experience for our partners. We also added a Creative Library page for advertisers to easily manage their creative assets. And let’s not forget about reports! We introduced new metrics to reports like AOS and ROAS, to provide granular insights to optimize ad spend.
Measurement. Unlike typical attribution solutions that were built for digital ads, we unveiled a new attribution metric; Tatari View-Through which is designed, and optimized, for TV.
Media Buying. This past year, a huge priority was on building tools to increase efficiency. That’s why we rolled out Similar Inventory and Predicted Clearance. Similar Inventory is akin to lookalike modeling; however, it focuses on outcomes, not audiences, and presents real and available linear and streaming TV ad inventory. It’s a great feature to use if supply is tight or you’re looking to test new inventory. Predicted Clearance is a machine-learning-backed feature that displays the percentage of a media plan that we predict will air, intended to help media buyers plan more successfully.
Partnerships + Integrations. Check out the Tatari app on Shopify! This integration allows Shopify brands to advertise their products on linear and streaming TV.
Doubling the Tatari Team
In the past year, we added 130 Tatarians (excluding acquisition), bringing our total employee count to 324 to date. There were also two key hires adding to the female leadership team at Tatari:
Lara McGown joined us from Amazon in November 2021 as VP of Product. She will further Tatari’s long-term vision of providing marketers with tools for transparency and control, including automation and self-serve.
Maria Rodriguez joined as Director, of People Operations in March and will lead key initiatives including HRIS implementation, expanding L&D efforts, and elevating internal comms.
Continued recognition of our work and culture
Tatari was named one of Business Insider’s Hottest Ad Tech Companies, and was listed among Best Workplaces by AdAge, Energage, and Inc. Magazine–and these awards really belong to all Tatarians.
Let's recap some more memorable moments that brought us together in person this year and that help build such a strong culture.
In December, we hosted regional holiday dinners in LA, SF, and NYC. And in April, we were finally able to get 200+ Tatarians together in Newport Beach for our annual Bonanza where many met each other in person for the first time.
In June our LA, SF, and NYC offices enjoyed a night of fun supporting their local baseball teams.
We spent a lot of time getting to know each other outside of work...surrounded by great food! Whether it's happy hours, team lunches, or dinners in the city, Tatarians love to mingle and eat as a family.
This Summer, we capped off our engineering internship program in San Francisco and attended the Cannes Lions International Festival of Creativity with our TVP colleagues.
As we head into our seventh year, the team is stronger than ever despite the many new challenges around the world. We remain relentless in executing our vision to build the infrastructure for TV advertising.