Insights

International Women's Day 2024: #InspireInclusion

Is Walmart's VIZIO Move a Masterstroke in the Media Retail Game?

Walmart's $2.3 billion acquisition of VIZIO catapults the retail giant into the TV landscape, promising a strategic challenge to Amazon's dominance by leveraging access to VIZIO's 18 million TVs.

The Coming of Age of Sports League

Examining the challenges of traditional TV networks transitioning to streaming, especially in sports content, this blog explores a potential collaboration between industry giants like Disney, Fox, and Warner Media for a DTC sports streaming service.

National or Local TV Buys: Finding the Right Mix for My Brand

In this blog, we break down a few differences between local and national TV buys by examining their tradeoffs and impact on performance and how to leverage both in a convergent TV strategy (streaming, linear, and OLV).

2023: Our Top Moments, Wins, and Memories

2023 was another prolific year for Tatari. Let’s recap some of our favorite moments and milestones that made last year one for the books.

Industry Report: 275+ Marketers Share Their Growth Plans for 2024

Business Insider Names Tatari a 2023 Hottest Adtech Company

Tatari was recognized for cultivating first-time TV advertisers, the introduction of TVP Direct, and launching a privacy-first CTV ad solution sister company, Vault.

How to Budget for TV in 2024

If you’re considering testing TV advertising, you must understand how the landscape is changing the latest market outlook. In our blog post, we’ll highlight key TV trends for 2024, followed by a quarter-by-quarter breakdown highlighting seasonal characteristics, key events, and budget recommendations.

Don’t Get Black Friday FOMO: For Many Brands, Q5 Matters More

For nimble TV advertisers, Q5 represents a golden opportunity to drive real-world outcomes and extra revenue before the year closes.

Rethinking “Remnant” Inventory in the New TV Advertising Era

In this article, we challenge the false association between programmatic remnant inventory and low-quality ad placements and advocate for greater adoption by performance-driven advertisers.

How to Save Cable TV

This blog post examines the downsides of carriage fee standoffs, like subscriber loss and reduced profits for MVPDs (Multichannel Video Programming Distributors) and networks, and proposes several solutions for a more balanced content distribution industry.

The Advertiser's Guide to Streaming TV

This white paper takes a granular look at some of the major ad-supported players. This includes a variety of details related to each streaming service’s audience, content, and advertising opportunities. 

Crafting Effective Black Friday/Cyber Monday TV Creatives: Strategies for Marketers

In this blog post, we discuss various strategies for creating effective Black Friday/Cyber Monday (BFCM) TV creatives. Watch the full video to learn how to stand out from the competition and make the most of this key shopping season.

Tatari Unveils Revolutionary AI-Powered Media Planning Engine

Tatari Wins AdExchanger’s 2023 Most Innovative TV Advertising Technology Award

We're thrilled to announce that Tatari has won the “Most Innovative TV Advertising Technology” category at the 2023 AdExchanger Awards. This category honors cutting-edge companies that meet the growing appetite for television advertising solutions.

How Storyworth Used TV Ads for a Successful Holiday Season

In September, Tatari presented during Rockbox’s Holidaze Webinar, where we shared how our client Storyworth developed a winning holiday TV strategy that drove performance during retail’s most competitive time of the year.

Forward 2023: A Forum for the Future of TV Advertising

In September, 200+ companies gathered at Tatari’s annual Forward conference to explore the future landscape of TV advertising, share groundbreaking insights, and inspire transformative ideas that will shape the industry's evolution.

Networks, it's time to cut YouTube

YouTube is in the midst of an ad fraud scandal, with thousands of advertisers misled. As advertisers and agencies struggle to deal with the fallout, a popular piece of advice has been to treat YouTube as if it were TV.

Tatari's 7-Year Anniversary

This year marks Tatari’s seventh anniversary. Read this blog post to learn about some of our biggest milestones, fondest memories, and accomplishments from throughout the year.

How TV Advertising Propelled Ro’s Revolutionary Weight Loss Program (2)

When Ro launched their weight loss program, they turned to TV to amplify awareness and scale acquisition. Learn how they built a data-driven media plan that resulted in a 50% weekly increase in new patients interested in their program, as well as a strong strong halo effect across their digital channels.

How TV Advertising Propelled Ro’s Revolutionary Weight Loss Program

When Ro launched their weight loss program, they turned to TV to amplify awareness and scale acquisition. Learn how they built a data-driven media plan that resulted in a 50% weekly increase in new patients interested in their program, as well as a strong strong halo effect across their digital channels.

What’s Driving Down Linear CPMs?

A delve into data and market dynamics that are driving down linear CPMs, and how advertisers can take advantage of them.

Client Spotlight: Kettle & Fire

Tatari sat down with Kettle & Fire to learn more about their journey with TV advertising and how they are leveraging the channel to grow their business.

How TV Advertisers Should Prepare for a Lengthy Writers’ and Actors’ Strike

As the ongoing WGA and SAG-AFTRA strikes continue to impact the TV ad market, Tatari is planning for all possible outcomes and helping our clients execute high-performing TV campaigns amid the chaos.

What are National-local Spots and Why Should You Test Them?

In this post, we’re doing a deep dive into a complex, yet popular, inventory slice oddly called “national-locals," and sharing how three Tatari clients have leveraged them in their TV ad strategy.

YouTube and TV: Tru Earth's Winning Combination

In this blog post, we'll share how Tru Earth layered YouTube into their TV campaign to increase website visits and drive conversions.

How TV Advertising Grows Brands

We hosted a webinar with the VAB to show the full-funnel impact of TV advertising by analyzing over 1,000 DTC brands, 30+ different metrics, and real campaign performance data.

How Knix Uses TV Ads to Drive Full-Funnel Performance

We sat down with Knix at FounderMade's DTC Executive Summit to discuss how their brand leverages streaming and linear TV ads to drive full-funnel campaign results.

How Shopify Merchants Can Get Started on TV

In a recent episode on eCcommerce Fastlane’s podcast, Tatari's CEO and Co-Founder, Philip Inghelbrecht sheds light on how Tatari is transforming the world of TV advertising and how eCommerce brands with limited budgets can start TV advertising.

Introducing Vault Data Clean Room

We are excited to announce the launch of Vault, a new sister company focused on privacy-first technology solutions for connected TV (CTV) advertising. Vault’s first product is a data clean room (DCR) solution that leverages Experian Consumer Sync.

Client Spotlight: Joshua Kim from Veyl

Tatari sat down with Joshua Kim, Head of Growth at Veyl to learn more about his journey with TV advertising and how it has impacted the business.

How a Magician Can Manipulate CTV Performance

It can be easy to overstate the impact of a streaming TV campaign - by lumping in digital display channels. Our goal in this article is to unveil some of the (questionable) tactics deployed by programmatic TV ad platforms, and why Tatari doesn't practice this.

Why Tatari is Building TV Ad Infrastructure

As TV and digital advertising converge, our vision is to build intelligent infrastructure that connects supply and demand partners, giving them unprecedented automation, control, and transparency.

CTV stands for Convergent TV, not Connected TV (and what this really means for TV advertisers)

In this article, we will unpack OLV and most importantly, the relevance of OLV to the old definition of Connected TV (making for a new Convergent TV).

The Upfronts are Changing: Here’s Everything You Need to Know

As TV continues its massive transition, the Upfronts look and feel a little different each year. At Tatari, we’re here to help our clients navigate the Upfront season while still executing campaigns that drive real-world outcomes and high ROAS.

How Agencies Can Grow Their Business with Modern TV Advertising

We hosted a webinar with MediaPost to address the complexities of TV and the most frequently asked questions agencies have when getting started.

Should Brands Advertise on Netflix?

Unlike its streaming rivals, Netflix shares no impressions data with demand-side partners. So, we decided to dig a little deeper into the numbers and explore if there’s still a case to be made for performance-minded TV marketers.

How TV Became a Critical Acquisition Channel for Made In

We sat down with Made In at GROW LA to discuss how their brand leverages streaming and linear TV ads to build brand awareness and drive lower-funnel campaign results.

International Women's Day 2023: Embrace Equity

In honor of International Women's Day, let's take a look at how a few Tatari women #EmbraceEquity.

Improving TV Media Buying and Measurement with Experian

Ad buyers now have access to Experian marketing data in the Tatari platform, allowing them to gain a deeper understanding of their consumers to drive even stronger campaign performance.

Tatari’s Outcome-Based Measurement for TV Advertising Certified by NBC Universal

Tatari is proud to announce that we have been certified as one of 14 measurement partners by NBC Universal in the Incrementality Measurement/Sales Impact category.

Memorable Moments in 2022

With a new year ahead of us, we wanted to reflect and share some of the moments that made 2022 so special.

How a Media Buyer Turned Engineer Adds Value to Tatari's Platform

In this post, we share Alex Kahan’s unusual path to becoming a Media Buying Platform (MBP) engineer, starting as a media buyer and following his passion for coding.

Adding Brand Objectives to a Performance-Focused TV Ad Strategy

Let’s take a look at how three Tatari clients, Nutrafol, Tecovas, and Ro, started their TV journey with a performance-focused mindset and later added brand objectives to drive even stronger campaign results.

Marketers are Enamored with the Big Screen but They Risk Missing the Bigger Picture

Whilst there is value in targeting, it leads brands to not fully harness the power of TV advertising. This is best explained by laying out a typical TV advertising journey (with related spend levels).

Inside Tatari's First Summer Internship Program

The opportunity to work with young talent is something Tatari values deeply, which is why it’s been our long-standing goal to develop an annual internship program so we can continue to uplift and learn from the next generation of leaders.

Tatari Is Now The Only Company That Licenses The Triad of ACR Data Vendors

Ad buyers now have easy access to Samba TV’s industry-leading OTT and linear television viewing data, helping them better leverage the performance capabilities of TV advertising.

The Missing Piece to Making CTV Retargeting Work: Linear TV

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.

Tatari Launches Agency-focused Business

More than 200 direct brands already use the Tatari platform for buying and measuring TV advertising. Now, agencies will have the same tools, data, and predictive intelligence to offer TV advertising to their clients.

Tatari Selected As Only TV App Partner In Shopify’s Plus Certified App Program

Tatari is proud to be the only TV app within the new ad tech category of the Shopify Plus Certified App Program, which was launched to promote best-in-class partners for merchants on the Shopify platform. To date, Tatari’s best-in-class Shopify app has helped more than 200 Shopify customers easily access TV advertising with a simple integration.

NFL on Amazon Prime: worse or better than cable (for brands)?

During during the first-ever NFL game exclusively available on Amazon, our client Underdog Fantasy saw performance in the 85th percentile of all their NFL media buys. See how for advertisers in general, buying Amazon Prime NFL spots may very well be worth your while.

Why CTV Will Never Go Open Exchange

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.

Tatari's 6-Year Anniversary

This year marks Tatari’s sixth anniversary. Unlike last year, the team celebrated in person on our first day of (hybrid) return-to-office! Tatari’s sixth year was another one of rapid growth and deep investment in talent and technology.

TV Ads Drive Mobile-App Re-engagement

Read our white paper to see how Gametime, the leading mobile ticketing marketplace for last-minute sports & entertainment tickets, used TV ads to drive existing app users to re-engage with their app.

Market Update: Why Now is the Time to Advertise on TV

When businesses attempt to deal with economic uncertainty, a magnifying glass is often placed on advertising budgets. But as history shows, brands that weather the storm and maintain advertising activity typically fare better than those that pull back.

Full Funnel Focus: Vuori's TV Advertising Journey

Tatari and our friends at GROW celebrated the return of in-person events with an epic gathering in Beverly Hills. Watch the full talk to understand how Vuori went from developing their first-ever spot to leveraging TV as a primary performance channel to drive both brand awareness and lower-funnel metrics.

It’s Time to Let Go of Traditional Demos, but Not Everyone Will be Ready

Even as fewer people consume content in a linear fashion, advertisers are still finding incredible value in reaching the people who do watch cable or broadcast.

5 Tips for Setting Up a Successful Programmatic Retargeting Campaign on TV

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.

Attribution Methodologies for the Modern Marketer

Tatari developed a view-through attribution metric designed, and optimized, solely for TV using TV-specific device graph data and proprietary methodologies.

There Will Be No Kingmaking in the New World of TV Measurement

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.

Inc. Magazine Names Tatari a Best Workplace for the 3rd Year in a Row

Tatari has been named one of Inc. Magazine’s Best Workplaces for 2022 out of 3,000+ submissions. We are honored to be recognized for our culture, employee engagement, and benefit offerings. In order to be considered for this award for the third consecutive year.

Data Science Deep-Dive: Frequency Optimization Analysis Improves Client Campaign Efficiency

See how a DTC Health Tech client improved CPA and increased reach using Tatari's frequency optimization calculations.

eMarketer Snapshot: TV Advertising Trends in 2022

Download this exclusive new snapshot report for a granular look at the 2022 US TV landscape, which includes breakdowns of viewership, time spent, ad spend, and more across traditional TV, CTV, and over-the-top (OTT) video.

Similar Inventory: Lookalike Modeling for TV Practitioners

Tatari’s Similar Inventory feature combines data science with viewership data in order to recommend available inventory across both linear and streaming TV. Watch our short video to learn more.

Tatari Acquires TheViewPoint

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.

How 6 Performance Driven Brands Use TV Throughout The Marketing Funnel

Tatari teamed up with Adweek to tell the story of 6 disruptor brands and how they have effectively used TV to achieve a wide range of KPIs across all stages of the marketing funnel.

International Women's Day 2022: Break the Bias

The International Women's Day theme for 2022 is #BreaktheBias. Learn how our community of women is working to challenge stereotypes, uplift one another, and encourage more gender diversity and equity.

Why Surveys Might Be Skewing Your Attribution

No matter how meticulously a survey is crafted, it will always inherently be prone to error. Learn how Tatari solves this problem with a highly accurate mechanism for estimating TV lift.

Tatari Named a Best Workplace for 2022 by AdAge and Energage

What an honor to be named by AdAge (for the 2nd time) and Energage as a Best Workplace for 2022! Tatari's Head of HR reflects on how we've maintained our culture and values—even as we've quadrupled since the start of COVID.

Why Standard TV Attribution Assumptions Are Doing Your Campaign a Disservice

TV ads produce a significant delayed response that traditional attribution models don't always capture. To accurately measure the delayed responses of a linear or streaming TV ad, advertisers need to consider these three things.

A Year in Review: Tatari’s 2021 Rewind

As we gear up for even more action next year, we wanted to resurface some of our most-read pieces to help with your 2022 TV advertising planning efforts.

Tatari Reveals the Secrets to Make UID 2.0 Work for Advertisers

This is the industry’s first UID 2.0 campaign for CTV and there’s a lot to break down and understand from this effort. Read more for a deeper dive into our process.

Automating the Creative Upload Process For TV Advertising

Marketers can now directly upload creative assets to Tatari’s platform and manage them from one central location for air on linear TV or streaming platforms.

Tatari Hires Lara McGowan as VP of Product

Lara comes to Tatari from Amazon Advertising, where she was Product Management Lead, Campaign and Creative Services, for the company’s rapidly expanding ad business.

Tatari Clients Find Success with Black Friday Creatives

After analyzing the historical data of clients in-market with BFCM-themed creatives, we’ve pulled out a few common trends we typically see. Here’s a look at what we’ve uncovered when it comes to TV ad inventory clearance, performance, and creative strategies.

Targeted vs. ROS Campaigns: Which is Best for Your Brand?

Tatari recently analyzed the performance of three clients who were running targeted and ROS campaigns at the same time, with the same creatives. Read more to see our findings.

Made In Becomes First Brand to Reveal Results of Unified ID 2.0 in CTV Campaign Executed by Tatari

Tatari executed Made In’s first campaign programmatically using UID 2.0’s data to validate campaign performance, including path to conversion measurement. See the results of the campaign, and learn why UID 2.0 promises to be one of the most widely adopted frameworks for ad buying beyond cookies.

Video: The Basics of Media Buying - TV Inventory

In this video, you’ll learn more about the TV advertising industry, as well as the three types of inventory that Tatari can help secure for your brand. 

Video: DragFactor Helps Advertisers Measure Response from TV Ads

We know that marketers need to see their campaign’s performance results that measure both the immediate and delayed response. Watch our short video to learn more about DragFactor enabling next-day measurement.

Tatari’s 5-Year Anniversary

Tatari’s fifth year was another one of rapid growth and evolution, as well as deep investment in the talent and technology that will guide the company’s next chapter. 

How DTC Brands are Using TV to Drive Customer Retention

Tatari can help brands adjust their acquisition costs appropriately within their TV spend, and we can extend that process as it relates to retaining existing customers or reactivating lapsed ones.

Improving TV Advertising With Publisher Tools

Tatari's automated order process for linear and streaming TV equips buyers & publishers with time-saving tools and provides advertisers the speed, transparency, and agility they need in today's growing AVOD space.

Doubling Down on 1P Data for TV Advertising

We recently rolled out a new pixel technology named “Tatari Tag Manager” (TTM) that offers stronger attribution of TV campaigns, alongside increased data flexibility and transparency.

Celebrating Partnerships and Inspiring Action at Tatari's Network Party

Tatari's 2021 network party brought together over 100 of our valued partners from leading networks and publishers and delivered one part celebration, one part innovation, and one part inspiration. 

How Companies Can Support Their LGBTQ Employees

Tatari's Media Buying Associate, Kirk, shares how companies can better support and celebrate their LGTBQ+ employees.

Tatari Gives Marketers Powerful Tools for Granular TV Campaign Analysis

See the new features we're releasing to help marketers measure TV campaigns with the sophistication and detail of a digital campaign, making it easier to compare one against the other. 

Post-Upfronts, Agencies Need to Look Differently at Linear-Streaming Convergence

With more networks offering OTT inventory as a part of their linear upfront packages, it's increasingly important for brands to use a holistic measurement approach to assess performance across streaming and linear TV.

Video: Streaming Incrementality Explained

Here’s a short video that walks you through our measurement of streaming TV, and how we deal with things such as: incrementality, device mappings, immediate and delayed response, and lower and upper-funnel measurement.

You Don't Need To Target Individuals To Drive Performance

Google’s move to shut down person-level targeting in its browser isn’t the end of performance marketing. Quite the contrary. It’s the redirect our industry needs to get back on track.

Tatari (again) Named One of Inc. Magazine’s Best Workplaces for 2021

Tatari has been named one of Inc. Magazine’s Best Workplaces for 2021 out of 3,000+ submissions. We can’t celebrate this award without acknowledging the perseverance and resilience that all Tatarians have shown throughout these challenging times.

Prioritizing Mental Health at Tatari

We have always made health and happiness a priority, and with May as National Mental Health Month, we are bringing mental health awareness to the forefront in a variety of ways. 

Tatari Partners with Clearco To Help Growing Brands Finance Media Budgets

Learn how our exclusive partnership with Clearco, the world’s largest e-commerce investor, helps brands fund their TV advertising with quick, sensible financing without having to raise it as venture capital.

The Long and Short of Duration: Which TV Spots Perform Best?

Here at Tatari, we use a data-driven approach to make recommendations around duration. In this article, we share our findings and recommendations for creative duration.

Client Feedback: If you can measure it, you can improve it

We’ve seen significant improvements across many areas in our bi-annual survey. In this article, we share some highlights from the survey.

International Women's Day: Choose to Challenge

At Tatari, we are committed to speaking up against gender inequality and bias and creating an environment that is supportive in the process. To celebrate International Women's Day, we hear from some of the Ladies of Tatari.

What User Permission in iOS Really Means for Your TV Campaign

For many marketers, acronyms like IDFA, SKAN (or SKAdNetwork), and ATT sound overly complex and threatening. We put these acronyms into layman's terms and breakdown what to expect with the general release of iOS 14.5.

Sponsorships and Integrations: Influencer Marketing for TV

TV sponsorships and integrations are the pinnacle of modern-day influencer marketing, aligning brands with the events and personalities about which their target audiences care most deeply.

Celebrating Black History Month Through Inclusive Actions and Content

At Tatari, we recognize the massive role that the TV industry plays in not only celebrating February as Black History Month, but in elevating diversity, equity and inclusion (DE&I) in our society throughout the year.

Tatari Hires Todd Gordon as VP, Client Development

Todd Gordon arrives at Tatari with more than two decades of experience in the media industry, and has spent the past five years spearheading programmatic TV businesses for Adobe and TubeMogul.

How to Advertise on Super Sunday without Spending $5M

The Super Bowl creates unique viewership patterns before and after the game that provide opportunities to buy high-profile inventory at a fraction of the cost of a national in-game spot.

Client Spotlight: Chad Siovaila at Readers.com

Tatari sat down with Chad Siovaila, Director of Performance Marketing at Readers.com, to learn more about his journey with TV advertising and how it has affected the business. 

How 4 DTC Disruptors Use Digital Best Practices to Succeed on TV

We partnered with Adweek to look at how four top DTC brands—Roman, Made In, Ibotta and Rothy’s—are using a data-driven approach to drive performance with TV advertising.

Marketer's Guide to Video & TV in 2021

Digiday and Tatari surveyed more than 70 advertisers and asked them about their attitudes and practices related to overall video investment and how TV-related spending strategies are evolving. This state of the industry report creates a picture of the future of TV and digital video investment.

2020: and that’s a wrap...

In 2020, we experienced the upending of the programming calendar, the evaporation (and return) of live sports, sharp reductions in advertising demand, huge surges in viewership, the postponement and virtualization of the upfronts. Navigating 2020 was a true team effort - thank you to all our partners.

Video: How Fubo, a Live TV Streaming Platform, Used TV ads to Drive Subscriptions

Tatari was recently featured on VAB’s Industry Spotlight Webinar with Alberto Horihuela, Co-Founder & CMO of fuboTV, to share their journey through linear TV advertising. 

Video: Understanding linear TV measurement

Even though linear TV has been around much longer than streaming, deterministic attribution is typically more difficult. Here is a short video that walks you through our measurement of linear TV.

Creative Burnout or Not, Theory and Evidence

Most marketers worry that their champion creatives will eventually lose their punch over time. We look at our clients' data to learn whether there is any truth behind this belief.

Discover Automated Next-Day ROAS Metrics for TV

Today we’re excited to announce Return on Ad Spend (or ROAS) metrics are available in the Tatari dashboard. This represents a major step in the emergence of TV as a medium for growth-stage businesses focused on customer acquisition.

How TV data can predict the election outcome!

The election is top-of-mind for people in the US right now. While we have no intention of predicting the outcome, we have data and some unique insights that might help you formulate today’s winner.

eMarketer TV & Digital Video Trends Roundup

Usually exclusive to eMarketer subscribers, Tatari has sponsored their latest report featuring a roundup of the latest industry research to help you understand the shifting trends in TV and digital video.

Client Spotlight: Kevin Penney at Bonfire

Tatari sat down with Kevin Penney, Bonfire’s Chief Marketing Officer, to learn more about his journey with TV advertising. 

Harvesting the power from granular TV advertising data exports

Many brands use granular advertising data to perform deep analysis & help them optimize multi-channel advertising strategies. Here are a few ways you can use raw TV data to optimize advertising strategies.  

Video: Leading growth marketers discuss TV as a performance channel

We were recently joined by leading growth marketers, Junior Reyes (Resident), Aaron Pelander (GovX), and Dan Guy (Lemonaid Health) to discuss how they’re utilizing TV as a performance channel.

Frequency capping in streaming TV campaigns

Being able to target customers with the optimal number of views and minimize CPV (and CAC) is a unique advantage of streaming TV, yet the opportunity gets squandered.

Why your TV commercial should have a persistent brand watermark

What exactly makes a great ad? One creative element has been effective for 70% of Tatari clients who have tested it: brand watermarking!

Tatari’s 4-Year Anniversary

Today marks Tatari’s 4-year anniversary. This time around, the anniversary reflects much more than just the passage of another 12 months.

Measuring streaming TVs: it takes two to tango

Measuring streaming outcomes is only half; measuring the quality of the impressions delivery is the other half.  This is the first in a series of articles on the topic.

Inside Tatari Engineering

Our VP of Engineering gives a peek “under the hood” of the Engineering group here at Tatari.

What We Have Learned From The Sudden Disappearance of Live Sports Inventory

With major sports set to resume, it’s a good time to take stock of what we learned from the recent hiatus. And how these learnings may influence the TV industry and advertising market for live sports moving forward.

Where to start? Choosing your first networks and publishers.

It's important to step away from demographics altogether and instead, build audiences based on the programs and networks that a brand’s current visitors or customers are watching.

Why Facebook Boycott Dollars Should Head To CTV

As brands reallocate their dollars from Facebook to other channels, they're likely to learn that connected TV (CTV) and over-the-top (OTT) TV has as much, if not more, to offer than Facebook.

Streaming TV Has Dayparts and Rotations, Too

In linear broadcasting, there is a significant difference in response rates at different dayparts. That difference derives from human behavior and states of mind; the on-demand nature of streaming does not erase those habits altogether.  

Validating incrementality in baseline+lift models for linear TV

In this article, we put Tatari’s incrementality approach for incrementality in linear TV (dynamic baselining) to the test by comparing it with a pure test-control experiment. 

Mastering TV advertising with Roman: View-through and incrementality in measurement

In this video, you'll learn when to use view-through vs incrementality, the pros and cons of each, and how Roman uses these methodologies together to optimize their campaigns.

A COVID-19 Strategy Manual For Negotiating Upfronts in 2020

See our recommendations for what to buy (linear vs streaming, remnant vs guaranteed) and when to buy over the next 3 quarters.

Great TV campaigns deserve superior landing pages

If a website is more optimally designed, visitors driven by TV will be more likely to linger and ultimately convert. 

Going dark: Why pausing TV doesn’t always prove or disprove its results

With real data, we'll demonstrate why going dark and temporarily pausing a TV campaign usually isn't good in the world of TV advertising.

How Brands Can Prepare for the 2020 Election Cycle

With the 2020 presidential election only a few months away, it is time for advertisers to take stock, and bake the usual inventory tightness into their media plans. 

Tatari Launches App Event Metrics from Streaming TV

Brands can now measure the cost for every install and lower-funnel event on Android or iOS applications.

Tatari Named One of Inc. Magazine’s Best Workplaces for 2020

Tatari's Head of HR shares five things we've done to ensure that Tatari culture continues to thrive even during these challenging times.

Marketing Consultants earn certification for expertise in TV advertising

Meet Tatari's first batch of Certified TV Consultants!

Leverage Technology to Win a Fire Sale

In today's market conditions, networks and publishers are offering discounts on advertising inventory. We launched a new feature through which we announce these fire sale deals in the Tatari dashboard.

Video: View-Through vs. Incrementality: A Clear Way to Measure TV Ad Response

Watch our short video to learn more about our industry-leading incrementality method.

How Calm Used Digital Tactics to Master TV Brand Advertising

Learn how Calm used data & analytics to drive customer acquisition, found audiences at scale, and ultimately launched a large-scale brand campaign featuring NBA star LeBron James to become the No. 1 Mental Fitness App, with over 70 million downloads.

Tatari + AppsFlyer: Understand TV advertising impact on mobile installs

Tatari has built an integration with AppsFlyer to ingest mobile attribution data, such as how many people downloaded the app, signed up for an account and made an in-app purchase.

Learn how Tatari clients stayed ahead of the Coronavirus (and how you can, too).

As it relates to TV advertising, Tatari has published daily (and intra-day) updates with our clients, and we summarized some from this past week in this post.

How TV advertisers need to respond to Coronavirus

COVID-19 has become a reality for everyone. Learn how TV markets are being affected and how TV advertisers need to respond.

Tatari and Rockerbox Bring TV Data & Analytics to Marketing Attribution

We're excited to announce our partnership with Rockerbox, a marketing attribution provider.

International Women's Day at Tatari

With yesterday being International Women’s Day, we want to take a moment to thank and celebrate the amazing group of women at Tatari who make invaluable contributions to our business and culture on a daily basis. 

Tatari’s clients come together to see what’s next for the future of TV

At our recent client events, we shared exciting new features that we’re launching in the coming months across measurement, media buying, and partner integrations.

eMarketer Connected TV Trends Roundup

This Roundup of articles, insights and interviews will help you understand key trends in CTV today.

Why more brands are testing NPE Buys

Tatari's media buying team works with many brands that find success on specific networks or in certain programs and they often ask media buyers at Tatari; "how do we ensure that we get more spots there?"

Client Spotlight: Brooke O'Brien at Ibotta

Tatari sat down with Brooke O'Brien, Marketing Manager of User Acquisition at Ibotta, to learn more about her journey and experience with TV advertising.

Tatari Named Best Place to Work

We are thrilled to be named one of Ad Age’s “Best Places to Work 2020!” In light of this award, we want to share a bit about why Tatari is such a great place to work!

Test or target? To find your TV audiences, do both

As the number of TV channels grows and audiences fragment, a measurement-based testing approach to ad-buying beats one based on targeting.

Decoding TV Terms

TV advertising lingo and standards are #$#@! mixed up! Here's a simplified explanation of each term with real-life examples.

Leading DTC brands reveal their 2020 TV plans

Tatari recently asked leading DTC brands what their TV advertising plans were for 2020 and whether they’d be investing more in linear or streaming.

Tatari Strengthens Engineering Team, Names Scott Persinger as New VP of Engineering

Today, Tatari announces the appointment of Scott Persinger as the company’s new Vice President of Engineering.

Tatari’s Head of HR Shares How We Always Put Family First

Many of Tatari’s employees are parents, including two of our three founders, so caring for one’s family has been a top priority at Tatari since the very beginning.

How Digital Expertise Informed Hickies' TV Ad Strategy

When Hickies experienced a 60% sales spike on the heels of a TV ad campaign, it was a cause for celebration — and investigation.

Client Spotlight: Branden Windle at Tecovas

Tatari sat down with Branden Windle, Co-Founder and Chief Marketing Officer at Tecovas, to learn more about his journey and experience with TV advertising.

Streaming TV is the Future. But the Future Isn’t Always Tomorrow.

Streaming offers unique advantages, but the medium hasn’t matured enough to beat digital on precision, or traditional TV on scale.

TV Device Graphs Are Not (Yet) Ready For Prime Time

In a mere five years, TV advertising has turned from an offline into an online medium. This shift has brought challenges and opportunities to TV advertising measurement.

When your new employee is also a new mommy

Many moms have to make the difficult decision to leave their young baby during the day so they can (do non-mother) work, but my son gets to see his mom during the day while she works.

Looking back with a clear way forward

This week marks Tatari’s third year anniversary. We have a lot to be proud of as a company.

Client Spotlight: Jordan Gladstone at Dave.com

Tatari sat down with Jordan Gladstone, Director of Marketing at Dave to learn more about her journey and experience with TV advertising.

Why The Christmas Crunch For D2C TV Buyers Really Comes in August

“The most wonderful time of the year” can actually be a make-or-break time in terms of allocating for linear TV.

The importance of incrementality in TV

While search and social media – Facebook, in particular – are still the most popular, TV advertisers can be found on just about any platform, including radio, direct mail and out of home.

Tatari Names Andrew Schonfeld New Head of Client Services

Tatari announces the appointment of Andrew Schonfeld as the company’s new Head of Client Services.

Driving mobile acquisition through TV campaigns

Many mobile marketers tasked with driving user growth or acquisition find themselves in a similar situation. They have maxed out on digital channels like social and search, and they need to find another channel that reaches audiences at scale.

Creative optimization takes the right data and partnerships

Creative plays an important and powerful role in a company’s TV campaign. Data shows that the ad creative can make or break a pilot test - leaving a lot of money and time on the line.

Vicky Chang: Media Industry Veteran on Tatari vs. Traditional Agencies

We interviewed Vicky, a 13-year media industry vet, on some of the differences between Tatari and traditional media agencies.

Why Tatari Thinks Smarter Buying And Brands Will Reshape TV Agencies

AdExchanger spoke with Inghelbrecht about Tatari and how a startup TV ad agency could crack a market where so much of the advantage comes from scaled buys.

Beyond Bootcamp: Engineer Talent has Blossomed at Tatari

Tatari is now almost over 40 employees and we’re looking for more talented, smart, and hard-working people to join our team.

3 Pitfalls D2C Brands Should Avoid When Launching TV Campaigns

TV advertising campaigns are now well within reach for DTC brands. But merely plunging into TV is not enough to be successful. Here are three common pitfalls to avoid.

Tatari brings together leading TV networks & streaming publishers

Last week, the top TV networks and streaming publishers joined Tatari for our 2nd annual industry party in NYC.

Traditional Advertisers Fear DTC Brands’ TV Tactics

Tatari CEO, Philip Inghelbrecht, explains how Tatari caters to DTC brands needs, and discusses how these brands are helping push forward changes to how TV is bought and sold more widely.

Partner Spotlight: Darren Olive at Sony Crackle / PS Vue

Tatari sat down with Darren Olive, VP of Video Ad Sales at Sony Crackle / PlayStation Vue to discuss their OTT and connected TV inventory as well as where things are headed next.

Hyper-targeting did not, and will not, kill traditional TV advertising

How are marketers finding value and efficiency in television advertising, despite the lower ability to target?

Everybody loves bonus spots, but only Tatari gives them love back.

We will explore what bonus spots are, how they are awarded, when & where they will air, and most importantly- why they should be measured.

‘Tis The Season For a Monster Sale

The two or three weeks right after Christmas, TV inventory becomes widely available and with that, pricing craters.

All impressions are equal, but some are more equal than others

Why would a savvy TV advertiser be willing to pay high CPMs if there’s a much, much cheaper CPM with similar targeting readily available?

Giving Thanks: Learning from Adversity

I have a lot to be thankful for. The Tatari team is now 30+ strong, each and everyone an A+ caliber player.

Partner Spotlight: Caitlin Nugent at Turner

Tatari sat down with Caitlin Nugent, an account executive at Turner to get her perspective on connected TV advertising.

Tatari Welcomes Former LiveRail and Facebook Exec Amit Sharan as Head of Marketing

We can't wait to see how Amit will help us double-down, especially as it relates to OTT and Connected TV advertising.

TV Economics: Not Your Econ 101

The theory of profit maximization by equalizing MC to MR falls short in the world of TV advertising.

Client Spotlight: Will Flaherty at Ro

Tatari sat down with Will Flaherty, VP of Growth at Ro to learn more about his journey and experience with TV advertising.

Incrementality explained: Comparing TV and Facebook

Marketers should always compare the performance of Facebook to that of TV, but this comparison can only be performed if both platforms are evaluated using marginal cost and incrementality

Tatari at San Francisco Homelessness Datathon

Last week, Tatarians from our San Francisco office volunteered at ShelterTech, a non-profit organization focused on solving technology challenges faced by those experiencing homelessness.

Connected TV and Cable TV: Same but Different

The number of OTT and CTV viewers in the US will soon surpass 200 million, or more than half of the US population.

Can you share your CPV expectations for our pilot campaign?

Undeniably one of the most asked questions in the run-up to a TV pilot is “What Cost-per-Visitor (CPV)” or “What Cost-per-Sale (CPS)” should we expect, and “what have you seen in other campaigns?”

Client Spotlight: Adam Miller at Turo

Adam has been working with Tatari for almost a year now, from Turo’s initial pilot to today’s scaled-up campaign. Having grown into a TV advertising expert, his perspective is unique and a recommended read for any novice TV advertiser.

NFL viewing: just a fumble?

The NFL season kicked off last week, and it wasn’t a particularly strong start for TV’s most watched program.

Tatari turned 2! Here's our trip down memory lane.

Since 2016, we’ve learned a lot, accomplished many goals and maybe had a couple shenanigans along the way.

Austin Santino: Media Ops Intern

Austin joined Tatari in May for a summer internship.  From first business trip to pushing yourself out of your comfort zone, we thought it would be fun to get his take on new experiences. 

Seasonality in media-buying

We will demonstrate patterns of seasonality in media buying with real data between 2016 and 2018.

Katie Miltimore: Media Ops Associate

Katie joined Tatari in July this year.  We thought it would be fun to get her first impressions of working at the company.  

Let's get clear on clearance. And pricing.

Pricing and clearance are two pillar concepts, deeply intertwined, in remnant TV media-buying. This post will focus on the challenges that come with predicting clearance.

Thanks, Koosh!

Last week, some of our SF team decided to surprise one of our remote colleagues, Koosh, in Capitola CA.

Swinging for the fences: a Hubble Contacts story

The Astros were playing the Dodgers in the first game of the World Series. With each spot commanding a near 6-digit-dollar figure, this would be the biggest and ballsiest play yet for Hubble.

Tatarians volunteer at the GLIDE Foundation

On June 13, during our mid-year company get-together, Tatarians volunteered at the GLIDE Foundation and participated in the "Daily Free Meals Program," preparing and serving food to the community of San Francisco.

Tatari at the IRCE 2018

On Wednesday and Thursday, Tatari exhibited at the Internet Retailer Conference and Exhibition in Chicago.

The importance of creative de-bias in TV measurement

Different creatives often end up being distributed across different networks, and occasionally with different spend, making it difficult to accurately assess creative performance.

Difficulties of measuring conversions on linear TV

This article lays out the difficulties of measuring TV-driven conversions and shows the key aspects of our methodology.

Brand and direct-response TV ads

TV ads so far have always been classified as either brand or direct-response (DR). We will discuss the typical features of both types and show that a third (hybrid) option is also feasible.

How to start TV creative production

You want try TV advertising, but how do you go about producing your TV commercials? We provide guidelines to getting started from picking a creative agency, the production process, budget, and more.

Want to join Tatari? Do your homework first.

Here’s what makes homework assignments superior to other interviewing techniques (including a few recent Tatari examples).

Filtering bot traffic from non-TV platforms

TV isn’t impacted by bot traffic for two reasons, but to measure TV correctly, we need to have a reliable baseline for each advertiser.

Measuring the delayed response of a TV campaign

A good TV campaign should aim to measure both the direct response and brand impact. We measure the relationship between the two via what we like to call the "DragFactor."

Tatari's industry party in NYC

Last week, on March 8, Tatari threw its Industry Party for all our networks at the Union Fare in NYC.