Insights

Listen: Programmatic is Only Part of the CTV Ad Story

Tatari’s CEO, Philip Inghelbrecht, joined the Next in Media podcast to talk about the evolving structure of the CTV market and why programmatic may not be the whole story. From where premium inventory actually lives to how automation and AI are being applied in practical ways, he offers a candid look at what’s hype and what’s real in CTV advertising.

What the OpenPath Fallout Reveals About the State of CTV Media Buying

Agencies like Dentsu and WPP exiting OpenPath expose the cracks in The Trade Desk's programmatic CTV platform and highlight the importance and need for direct sales automation, which represents the next phase of CTV buying and why we launched Upstream.

Moving Upstream: Why Buying Premium CTV Directly Just Got Exponentially Better

Direct sales generate the majority of CTV revenue for publishers, but remain stuck in manual workflows—until now. Upstream automates the insertion order process through ad-server level integration, giving Tatari's 400+ brands direct access to premium inventory while eliminating intermediary fees and fraud risks that plague programmatic buying.

Why Sports Is The Fastest Way To Break CTV’s Programmatic Ceiling

Programmatic buying dominates CTV, but it rarely delivers true scale. Here’s why sports-focused direct buying is the game plan brands are using to unlock reach, context, and measurable impact—without blowing budgets.

Why Programmatic Buying Alone Isn’t Enough To Win on CTV

CTV ad spend is surging toward $51B by 2029 — and brands relying only on programmatic are missing the biggest opportunities. See how top advertisers are using a hybrid buying strategy to unlock premium reach and full-funnel impact.

Competitive Comparison: Tatari vs. TV Scientific (2025)

In 2025, performance-driven marketers expect television to match the precision of digital advertising. This in-depth comparison of Tatari vs. TV Scientific examines how each platform approaches TV advertising—spanning inventory, targeting, measurement, and ROI. Tatari unifies linear and streaming with outcome-based (business-centric KPIs) attribution and next-day performance reporting, while TV Scientific focuses on programmatic CTV campaigns. The analysis highlights which platform best fits new and experienced advertisers, offering insights for brands and agencies choosing between full-funnel convergent TV and pure CTV marketing.

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.

Separating Signal from Noise: Key Insights from ScreenShift 2025

Andy Schonfeld, CRO of Tatari, cuts through the hype on convergent TV, programmatic platforms, SPO, privacy solutions, and AI at Cynopsis ScreenShift 2025.

WATCH: Why Direct Execution and AI Will Define the Future of TV

At Programmatic I/O, Tatari revealed a future where every TV ad is personalized, fraud disappears, and AI does the buying. Sounds impossible? It’s closer than you think.

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.