Insights

Tatari vs. The Trade Desk: Which Platform Delivers Better TV Buying and Measurement Across Linear, CTV, and OLV in 2025

Tatari and The Trade Desk both enable data-driven TV advertising, but they differ in focus and transparency. The Trade Desk is a programmatic DSP built for digital media, while Tatari is purpose-built for TV buying and measurement across linear, CTV, and OLV. Tatari offers direct publisher access, transparent pricing, and advanced attribution through incrementality and modeled ROAS. For advertisers seeking measurable outcomes and accountability in TV, Tatari delivers the strongest performance and control in 2025.

A Marketer’s Guide to Geo-Based Incrementality Testing

Geo-based incrementality testing reveals the true impact of your ads by comparing sales across targeted and untouched regions. It’s a powerful way to measure lift and efficiency—no cookies, just real-world results.

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.

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After decades of a “business as usual” approach to TV measurement, the industry has at last broken free of outdated paradigms and Nielsen’s quasi-monopoly on TV measurement.

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 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.

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.

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.

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.