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.

CPA or Bounty Models in TV Advertising are Outright Misleading

Performance-based models like cost-per-click in digital ads ensure payment for direct actions, but applying them to TV is difficult due to tracking and misattribution issues.

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.

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.

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 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.

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.