I’ve always loved sci-fi movies and the way they portray futuristic worlds shaped by advanced technological innovation. One of my favorite movies is the ’80s classic “The Terminator.” And the more I hear about “agentic AI” in ad tech, the more I think the film is a perfect analogy for what’s happening right now.
If you buy CTV advertising, you’ve likely encountered two approaches to securing premium inventory: programmatic guaranteed (PG) and buying direct, also referred to as direct IO (DIO).
Upstream, a supply-side company that until today was called TheViewPoint, introduced a platform that automates direct TV and streaming ad sales. The platform launch and company rebrand strive to highlight the role of TV and streaming as an upper-funnel awareness channel.
For Manscaped and Ro, the Big Game is about more than just flash and exposure. It’s about shifting how audiences perceive their brands.
In the next two years, linear TV will be deprioritized so much that holding companies will begin outsourcing their linear buying.
In the age of streaming services, it’s easy to overlook the enduring power of linear TV. But even though platforms like Netflix and Hulu have captured a significant portion of the market, traditional television still reaches a massive and valuable audience.
A significant amount of the ad inventory distributed to CTV audiences is actually sold via linear. This is especially prevalent with FAST networks, which currently account for 20%-25% of ad-supported streaming.
Smokeless fire pit brand Breeo is ready to make TV an even bigger piece of its marketing strategy after trying Tatari’s new TV planning tool. Breeo was one of a handful of clients that beta tested the product before Tatari formally announced it on Wednesday. It was made generally available earlier this month.
The advertising industry’s shift from last-click attribution to multi-touch attribution (MTA) initially promised a deeper understanding of marketing effectiveness. However, limitations like signal loss and the ineffectiveness of non-clickable media like TV have emerged.
As April 15 marks the deadline for filing personal taxes in the US, it’s crucial to bring attention to a less acknowledged but equally significant tax in the CTV landscape. Unlike the annual tax day, the ad tech tax is a perpetual drain on advertisers’ budgets, diminishing their return on investment with every campaign run through the programmatic CTV pipes.
YouTube is now a rival to TV networks. Yet many networks still post their content to the platform via friendly licensing agreements. In the current war for viewer attention, this is a potentially crippling move.
Tatari is launching a new sister company called Vault, whose first product is a data clean room. The idea is to provide cross-channel measurement for advertisers and programmers using data other than IP addresses.
Just because the media world has gone fully digital doesn’t mean we need to impose early digital models and constraints on every opportunity, said Philip Inghelbrecht, CEO of Tatari. More CTV inventory will roll into programmatic pipes in coming years, he writes, but the notion that it’ll achieve programmatic domination is faulty — CTV inventory is still very different from digital.
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Facebook has largely weathered most of its criticism unscathed. Since the Cambridge Analytica scandal in 2018, Facebook’s user base has ballooned to 2.6 billion monthly actives and the stock price is […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. With the 2020 presidential election only a few months away, it is time for advertisers to take stock and bake the usual inventory tightness into their media […]
When Roku bought dataxu for $150 million on Tuesday, it said the deal would make it easier for buyers of all sizes to access OTT inventory at scale, and use Roku’s ID off platform. Roku is basically trying to make more inventory, powered with better data, available to advertisers, said Frank Sinton, president and founder […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Until recently, television was considered an offline medium. Not anymore. Thanks to automatic content recognition technology and the shift to streaming TV, whether mobile, PC or connected […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. The march of over-the-top (OTT) and connected TV (CTV) has been unstoppable. The number of OTT and CTV viewers in the US will soon surpass 200 million, or […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. To date, TV has mostly been measured through a baseline and lift model. It is a framework that works well for linear TV, since many people watch the […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Advertisers often wonder when it is the right time to move into TV advertising. Sadly, many wonder if TV even makes sense because of its reputation as […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. To date, TV advertising campaigns have been bucketed in two groups: They are either direct-response (DR) or branding campaigns. The general opinion is that campaigns must exclusively belong […]
“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Philip Inghelbrecht, co-founder and CEO at Tatari. Facebook and TV are two similar customer acquisition channels in advertising, despite one being “online” and the other being “offline.” Both platforms allow advertisers to target certain demographics […]
