2024 was a record year for TV that included nine days with over 100 billion viewing minutes. Audiences tuned in for unforgettable moments, from the 2024 Olympics to a heated presidential election and major sporting events. Advertisers responded in kind, deepening their investment in TV.
While the broader industry saw modest growth—eMarketer reported a 23% increase in streaming TV ad spend and just 2% in linear TV—Tatari significantly outperformed the market. We saw 52% growth in streaming and 20% in linear YoY, a testament to our cutting-edge infrastructure and data-driven approach.
Over 200 brands partnered with Tatari to execute successful TV campaigns, along with 22 agencies that licensed our platform in 2024.
Tatari’s continued investment in modernizing TV advertising fuels our clients’ success. By leveraging data science and technology to measure outcomes and drive efficient media buys, we’ve redefined TV advertising. Here are a few notable highlights from the past year:
Improved reporting for streaming inventory thanks to the development of innovative algorithms and methods of measurement without the need for IP addresses
Enabled the linking of multiple devices within a household to determine which viewer is taking an action (e.g. website visit, app installation) after seeing an ad
A native integration into Vault’s Data Clean Room, so brands can measure user engagement across devices, while upholding strict privacy measures
More stringent filters of shared/communal IP addresses prevent over-attributing and mismatching viewers of an ad to an action taken.
Increased the number of publishers using TVP Direct by 75%, giving our clients unique data and highly efficient CPMs
Successfully secured the most sought-after TV inventory for the year’s biggest events, including the Olympics, the MLB World Series, the NBA Finals, and the Presidential Election - at exclusive rates
Leveraged Databricks’ Data Intelligence Platform to power cost-efficient ETL, BI, and ML/Gen AI use cases.
Introduced an AI-powered planning engine that creates media plans with predictive analytics, ensuring full transparency and better accuracy.
Applied state-of-the-art deep learning to model customer behaviors after brand interactions.
As we push forward in 2025, Tatari remains committed to building the most advanced and effective TV advertising infrastructure. To support these efforts, we are thrilled to welcome Mark Weiler as Senior Vice President of Engineering.
Weiler brings over two decades of experience building and scaling engineering solutions for high-growth Ad Tech and SaaS companies. With 12 years of experience in programmatic advertising, data analytics, AI and attribution, Weiler will spearhead advancements in the Tatari platform, the Vault Data Clean Room, and TheViewPoint, helping marketers seamlessly integrate both linear and streaming TV.
Previously, Weiler served as SVP of Engineering at Branch, a leading mobile measurement, deep linking, and attribution vendor for over 100,000 mobile apps. At Branch, Weiler led Engineering and Data Science teams driving innovation in advertising attribution, identity, measurement, and analytics, scaling traffic by over 400% over 20B daily events, and led the acquisition of Tune. Prior to that, he was SVP of Engineering at Rubicon Project (now Magnite), leading global software teams and driving innovation in mobile, video, header bidding, and programmatic audio, along with overseeing the acquisition of nToggle, an AI-based traffic shaping solution.
2024 was a pivotal year for Tatari—our growth, innovation, and strong partnerships set new benchmarks for the industry. With an outstanding team and forward-thinking clients, we are excited for what lies ahead. Here’s to continued success in 2025!
Oversee client success at Tatari, avid runner, all-around sports fan, and Dad of two.
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