Today marks Tatari’s 4-year anniversary. One year ago, on the occasion of Tatari’s 3rd anniversary, we celebrated our company’s accelerating growth, the success of our clients and partners, and the progress we as an industry have made in bringing greater transparency, accountability, and effectiveness to TV and streaming advertising. Things were looking up.
This time around, the anniversary reflects much more than just the passage of another 12 months. COVID has disrupted everything, causing upheaval in the programming schedule, the upending of upfronts, and a 20% drop in TV ad spend. The entire industry (including Tatari) has been put to the test to adapt to these changes, while working remotely, and in most cases with considerably fewer resources. In so many aspects of our life and work, it feels like many years have passed in the last six months alone.
Our trajectory is intact: our business has more than doubled again, and growth is accelerating. Continuity in the face of radical change would be an achievement on its own. To grow through this period is a testament to the fact that Tatari was in many ways built for this moment. From the start, our technology and strategic approach were designed for marketers that needed more transparency, more agility, and more control than what they could find with traditional agencies and legacy TV methods. The pandemic has made these virtues into non-negotiable imperatives for marketers of every scale.
Our growth manifests itself in many ways: technology (countless new products and features launched), clients (small and large have chosen Tatari), media dollars flowing through the platform, and our number of employees (soon crossing the 100 mark). To top it all off, Tatari was recognized as one of Ad Age's "Best Places to Work" and Inc. Magazine’s “Best Workplaces” in 2020.
None of this success happens without the hard work and resilience of our clients and partners, most of whom have had to make difficult, courageous business decisions in the face of COVID. It has been a privilege to be a part of their success. We are grateful to work with such great people. For that reason, we look ahead to the next year with humility, gratitude, and not a small amount of confidence.