Insights

Show-Level CTV Optimization in 2026: What Advertisers Can Actually Buy, Report On, and Optimize

Show-level CTV reporting is real. Show-level optimization mostly isn't. Tatari's programmatic lead on what premium publishers can actually deliver in 2026.

Non-Preemptible (NPE) TV Buys, Explained: Why More Brands Are Paying for Guaranteed Airtime

Non-preemptible (NPE) TV buys guarantee airtime at a 20–50% premium over remnant. Learn when guaranteed inventory is worth it on linear and CTV.

YouTube Is TV. Here's How to Actually Buy It That Way

Everyone agrees YouTube is TV, yet almost no one buys it that way. Here’s how to really plan, buy, and measure YouTube alongside linear and CTV.

TV Is Now a Measurable and Quantifiable Channel for Mobile App Marketers in AppsFlyer

AppsFlyer measures CTV the same way as digital, which leaves most of your TV spend unaccounted for. Here's how Tatari adds TV grade measurement across streaming and linear, so you finally see what all of your TV is doing.

Streaming Sponsorships Drive Higher Response Than Standard CTV

Streaming sponsorships cost 2–3× more than standard CTV placements, which is exactly why most marketers skip them. That's a mistake. Tatari's campaign data shows sponsorship inventory drives 62% higher response rates, 75% incremental reach, and conversion lifts across every vertical we measured.

Programmatic CTV Is a Starting Point for Full TV Strategy

Most brands think they're running a TV strategy using CTV alone. But if your TV strategy lives entirely inside a DSP, you're missing most of the market. Here's what a complete TV advertising approach actually looks like.

New Survey Reveals the Growth Channel Most Mobile App Marketers Are Overlooking

Mobile app marketers have figured something out: TV works. Our new survey shows how they are using linear and CTV to drive app installs, subscriptions, and branded search lift, and what their advertising playbook looks like in 2026.

PATTERN Beauty Proves the Beauty of TV for Brand Awareness

PATTERN Beauty proved TV can do more than build awareness—it can drive real growth. See how a strategic mix of CTV and linear TV delivered major lifts in traffic, revenue, and brand consideration.

Watch: Why Premium CTV Inventory isn’t in Programmatic

Watch our recap from Marketecture Live featuring leaders from Tatari, NBCUniversal, and WBD discussing why much of premium CTV inventory never enters programmatic and what advertisers and media buyers can do to drive real reach and impact.

Listen: Programmatic is Only Part of the CTV Ad Story

Tatari’s CEO, Philip Inghelbrecht, joined the Next in Media podcast to talk about the evolving structure of the CTV market and why programmatic may not be the whole story. From where premium inventory actually lives to how automation and AI are being applied in practical ways, he offers a candid look at what’s hype and what’s real in CTV advertising.