Tatari Max

Every impression, placed where it performs

Tatari Max is a new way to buy premium streaming TV: an AI-driven optimization engine that decides where every direct impression in your campaign works hardest, placing each one with the audience most likely to respond. Same campaigns, same publishers, better outcomes.

What It Means For Advertisers

TV that works like the platforms you already run

If you run Performance Max or Advantage+, you know the model: set the goal, and the system optimizes every impression toward it. Tatari Max brings that model to premium CTV, learning from every measured outcome, so performance keeps improving.

Premium TV, without the barriers

The best TV inventory never reaches programmatic pipes, and buying it direct used to take agencies, minimums, and manual orders. Tatari Max runs on automated, direct-sold inventory, with no minimums, and campaigns go live in hours, not days.

Pay direct prices, not auction prices.

Programmatic wins impressions by bidding against everyone else, and CPMs inflate with competition, targeting, and middlemen. Tatari Max allocates each impression to the best-fit brand at direct, contracted rates, with no DSP or SSP fees in the path.

Outcomes you can measure like digital

Tatari measures outcomes that your campaigns actually drive: site visits, sign-ups, purchases, and more right in the platform’s dashboard. Get full transparency into where impressions ran, and incremental performance. No black box, and no asking anyone to take the engine's word for it.

How Tatari Max works

1. You set the goal.
Start with the outcome you want, site visits, sign-ups, purchases, and your budget. No media plan to build, no DSP seat, no auction strategy.

2. Max scores every impression.
In near real time, hundreds of privacy-safe signals, from context and device to demographics and purchase behavior, are weighed into a single score: how strong a fit is this impression for your ad?

3. The best fit wins premium placement.
Winning impressions run on direct-sold inventory from publishers like Disney, NBCUniversal, Skydance, and Tubi, executed through Upstream’s integrations directly inside their ad servers. Contracted direct rates, no auctions.

4. Results feed the next decision.
Every outcome is measured in your dashboard, what Max learns from your results makes the next impression smarter.

Resources

Programmatic Guaranteed vs. Upstream: What's the Difference?

TV buyers have long relied on Direct IO or Programmatic Guaranteed to access premium streaming inventory, each with trade-offs in cost, transparency, and automation. Tatari’s Upstream introduces a new approach designed to combine the strengths of both.

Moving Upstream: Our Evolution to Direct Sales Automation

TheViewPoint is now Upstream—and it’s redefining how CTV publishers scale direct revenue. By automating direct-sold campaigns at the ad server level, Upstream eliminates operational bottlenecks while preserving the premium power of direct relationships.

What the OpenPath Fallout Reveals About CTV Buying

Agencies like Dentsu and WPP exiting OpenPath expose the cracks in The Trade Desk's programmatic CTV platform and highlight the importance and need for direct sales automation, which represents the next phase of CTV buying and why we launched Upstream.

Every impression, placed where it performs.

FAQs

What is Tatari Max?
Tatari Max is the AI-driven decisioning engine inside Tatari’s TV advertising platform. In near real time, it weighs hundreds of privacy-safe signals for each available impression, scores how well it fits your ad, and places your ad where it is most likely to drive the outcome you care about: a site visit, a sign-up, a purchase. The scoring is trained on nearly a decade of aggregated, measured TV outcomes.

I run Performance Max and Advantage+. How is this different?
The premise is the same: set a goal, and the system optimizes every impression toward it. Two things are different. Those products are purchasing their owned and operated inventory; Tatari Max runs on premium, direct-sold TV inventory across the largest streaming publishers.

Is this programmatic?
No. Tatari Max currently runs on direct-sold inventory through native publisher ad-server integrations, delivered via Upstream. There are no DSPs, SSPs, or price auctions in the path, which means no intermediary fees and no bidding up CPMs. Premium, direct-sold TV, bought at contracted rates and optimized impression by impression.

I’m new to TV. What do I need to get started?
A goal, a budget, and a video creative. There are no spend minimums, no DSP seat, and no media plan to build: campaigns launch in days, and you can start, stop, and iterate without delays. Your performance shows up in the Tatari dashboard from day one.

What inventory does Tatari Max run on?
Premium direct-sold streaming inventory from the largest publishers, including Disney, NBCUniversal, Skydance (Warner Bros. Discovery and Paramount), and Tubi/Fox [+ Roku and Scripps, pending approval], with integrations covering roughly 94% of the CTV impressions Tatari buys, and more publishers being added.

What is Upstream?
Upstream is Tatari’s sister company, and the reason Tatari Max can exist. It automates direct-sold campaigns through native integrations with publisher ad servers, which gives campaigns access to premium TV inventory without programmatic intermediaries. Upstream is how campaigns execute; Tatari Max is the intelligence that decides where each ad performs best.