Insights

What is CTV? Understanding Connected TV Advertising in 2025

CTV is not only mainstream—it's essential for marketers who want to stay competitive in a fragmented, digital-first world. But the landscape is constantly evolving. We break down everything you need to know about CTV advertising.

Tatari Named Best CTV AdTech Platform in 2025 MarTech Breakthrough Awards

We’re honored to be named the Best CTV AdTech Platform by the MarTech Breakthrough Awards. This is a testament to our ongoing work in creating innovative, transparent, and data-driven solutions that help brands thrive in the evolving CTV landscape.

Why Programmatic CTV Isn’t Enough: Unlocking The Full Potential Of Your TV Ad Strategy

Discover why programmatic alone can’t deliver a complete TV strategy and how combining it with direct streaming and linear buys unlocks TV's full potential.

Today, 25% of CTV Ad Inventory Can Only Be Purchased Via Linear TV

Only a quarter of CTV ad inventory can be purchased through just linear TV, yet linear TV still accounts for over half of all viewing. As a result, it is important that advertisers consider both linear and streaming when building out their media plans.

Why Open Programmatic and CTV May Never Mix

In the evolving landscape of digital advertising, the intersection of open programmatic and connected TV (CTV) faces significant challenges.

Tatari Awarded Best Connected TV Ad Platform

We are incredibly proud and excited to announce that Tatari has been named the Best Connected TV Platform at the 2024 Digiday Video & TV Awards.

Programmatic TV Tax Day is Not Just April 15. It's Every Day

This blog examines the significant "AdTech tax" in Connected TV advertising, advocating for Tatari's direct integration with publishers to bypass hidden fees, resulting in substantial cost savings and enhanced transparency.

CTV Fraud Should Never Be an Issue

To combat CTV fraud, we recommend direct purchases from publishers and outcome-based TV measurement as effective strategies to ensure advertising transparency and accountability.

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.