Many major streaming players are moving away from programmatic buying platforms in favor of direct sales teams. Only in doing so can they preserve the audience viewing experience in a meaningful way.

The rise of CTV has helped bridge the best practices of digital and TV advertising. Now, advertisers can replicate one of digital’s best-performing tactics – retargeting – on the biggest and most engaging screen in a consumer’s household.

After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.

Tatari has acquired TheViewPoint, a CTV monetization platform for publishers. This is part of Tatari’s long-term vision for a clean and more direct CTV supply path for outcome-driven TV advertisers.