Competitive Comparison: Tatari vs. TV Scientific (2025)

Introduction: Why This Comparison Matters

In 2025, the boundaries between linear TV, connected TV (CTV), and digital video have dissolved. Convergent TV—a unified approach to planning, buying, and measuring across all screens—has become the new standard.

Advertisers now expect television to deliver the same data precision and accountability as digital media.
Tatari and TV Scientific both enable performance-driven TV, but they approach it differently:

• Tatari unifies linear and streaming with outcome-based measurement.

• TV Scientific focuses exclusively on programmatic CTV.

Their contrast reflects a key challenge in 2025: how to achieve true performance marketing across convergent television.

Platform Overviews

Tatari Overview

Key Highlights

• Unified TV Planning and Buying: Single platform for linear and streaming (CTV), with both direct and programmatic access.

• Outcome-Based Measurement: Models like View-Through and Drag Factor tie TV exposure to business results.

• AI-Guided Planning: Tools like Similar Inventory and Predictive Clearance optimize pacing, reach, and efficiency.

• Next-Day Performance Data: Delivers CPV, CAC, and ROAS within 24 hours.

• Flexible Operation: Available as self-serve, managed service, or agency-licensed platform.

• Cross-Platform Attribution: Integrates with AppsFlyer, Branch, Adjust, and more.

Best Fit

• New TV Advertisers: Easy onboarding, digital-style analytics, and scalable options for growth.

• Experienced Advertisers: Unified dashboards and outcome-based attribution for modernized linear + CTV strategies.

TV Scientific Overview

Key Highlights

• Programmatic-Only Platform: Focused on hands-on, self-serve CTV buying.

• Real-Time Optimization: Uses ML to shift spend based on conversion data.

• Direct Attribution: Connects CTV exposures to first- and third-party outcomes.

• Outcome-Based Pricing: Optimizes toward CPA or ROAS instead of CPM.

• Fast Setup: Designed for performance marketers used to Google and Meta workflows.

Best Fit

• New TV Advertisers: Ideal for digital marketers expanding into CTV.

• Experienced Advertisers: Best for programmatic CTV; less suited for cross-channel or linear strategies.

Key Differences at a Glance

Feature-by-Feature Breakdown

1. Channels and Inventory

• Tatari: Combines linear, direct publisher, and programmatic inventory. Predictive Clearance optimizes pacing and availability.

• TV Scientific: Programmatic-only across premium streaming apps. Prioritizes automation and simplicity.

Tatari offers broader channel coverage; TV Scientific focuses on speed and scale within CTV.

2. Measurement and Attribution

• Tatari: Proprietary TV models measure household-level exposure, delayed response, and full-funnel impact.

• TV Scientific: Event-level, real-time attribution optimized for CPA/ROAS within CTV.

Tatari provides deeper attribution across platforms; TV Scientific offers faster feedback loops.

3. Ease of Use

• Tatari: Self-serve or managed; fits both new and experienced advertisers.

• TV Scientific: Streamlined, self-serve for quick CTV campaign setup.

TV Scientific is simpler for digital-first teams; Tatari is more versatile for scaling TV programs.

Cost and ROI Comparison

Final Verdict

TV Scientific treats CTV like digital performance media — emphasizing automation, CPA, and immediate conversions.

Tatari extends performance marketing to the full TV ecosystem — uniting linear and streaming under a single measurement framework.

Bottom line:

• Choose Tatari if you want outcome-based measurement across both linear and streaming.

• Choose TV Scientific if you need fast, self-serve CTV buying optimized for direct response.