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.

Marketing Minds: Coterie’s Ankur Goyal Cracks the Code on Data-Driven TV Acquisition

Tatari sat down with Coterie’s SVP of Growth to talk about TV advertising and the importance of a data-driven strategy.

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.

Why Streaming + Linear Work Better Together

When one advertiser shifted from a dual-channel TV strategy to streaming-only, performance quickly declined. See what happened when they turned linear back on.

Conversations on the Croisette: Tatari Explores the Future of TV Media Buying at Cannes

Speaking at this year’s Cannes Lions, Tatari took the stage to show that performance TV can be both measurable and creative—all while leveraging AI to plan smarter and drive stronger results.

How A Leading CPG Brand Used TV to Drive Sales on Amazon and in Stores

Read how a leading CPG brand partnered with Tatari to employ geo-testing and an Amazon sales analysis to measure how their TV ads influenced all sales channels.

Is Dynamic Ad Insertion Reality or BS? Publishers Weigh In

Can Dynamic Ad Insertion (DAI) really change how we watch TV ads? Publishers say it’s the future. Discover why DAI could rewrite the rules of TV advertising.

Why Streaming's Rise Means the Death of DSPs

TV viewership has changed, and ad buying is changing with it. With the ability to capture mass audiences like never before, streaming’s rise is DSPs’ demise. See why it's time to change tactics.