Retargeting has proven to be one of the most successful performance drivers in digital media (namely display ad units). Today, leading marketers are pursuing the same strategy with Connected TV (a.k.a. streaming TV) ads.

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.

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.