Tatari Acquires TheViewPoint - DO NOT PUBLISH!!!! TEST-ONLY

Dear partners and friends of Tatari:

I am excited to announce that we have 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.

Decentralized: Digital Video Inventory 1

When we think about the role of technology in the CTV supply chain, the first thing to recognize is how fundamentally different streaming TV is from digital video. Digital video inventory (or supply) is decentralized, meaning it is scattered across millions of websites that host video content (with ads). This creates the need for publishers to use Supply Side Platforms (SSPs) to centralize, organize, and auction their inventory.  

Centralized: Streaming TV Inventory 2

The streaming TV dynamics are fundamentally different. Supply is significantly centralized, with premium content and inventory owned by just a handful of publishers. The top 20 ad-supported streaming TV publishers will easily account for 90%+ of (premium) impressions. What’s more, these select suppliers, often major broadcast networks, own the only scale available in streaming TV (i.e. the ability to reach millions of viewers, not thousands, in one fell swoop) and will have the first-party data to bring about targeting.

What this means to our Partners 3

The acquisition of TheViewPoint puts all the above on steroids. Launched in 2019, and recently nominated as a “Best Early Stage Technology Company” by AdExchanger, TheViewPoint offers publishers SSP and ad-server technology (CTV-focused only). Going forward, publishers will be able to leverage these products to (easily!) establish a direct path to Tatari advertisers. 

An Eye On The Future 4

I realize that what Tatari is doing will be considered heresy by many legacy players, but breaking the mold is what we have always stood for. An efficient supply chain is badly needed, and we believe that we can prove this short term through the economic benefits it yields for both buyers and sellers. Our older cousin, TheTradeDesk, seems to largely agree with this sentiment through the recent announcement of Openpath.

An Eye On The Future 5

I realize that what Tatari is doing will be considered heresy by many legacy players, but breaking the mold is what we have always stood for. An efficient supply chain is badly needed, and we believe that we can prove this short term through the economic benefits it yields for both buyers and sellers. Our older cousin, TheTradeDesk, seems to largely agree with this sentiment through the recent announcement of Openpath.

An Eye On The Future 6

I realize that what Tatari is doing will be considered heresy by many legacy players, but breaking the mold is what we have always stood for. An efficient supply chain is badly needed, and we believe that we can prove this short term through the economic benefits it yields for both buyers and sellers. Our older cousin, TheTradeDesk, seems to largely agree with this sentiment through the recent announcement of Openpath.

Philip

Philip Inghelbrecht

I'm CEO at Tatari. I love getting things done.

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