Insights

Watch: Why Premium CTV Inventory isn’t in Programmatic

Watch our recap from Marketecture Live featuring leaders from Tatari, NBCUniversal, and WBD discussing why much of premium CTV inventory never enters programmatic and what advertisers and media buyers can do to drive real reach and impact.

Tatari and Vault Win Two Convergent TV Awards for Innovation in Ad Tech and Privacy

Tatari and its sister company, Vault, have been recognized with two major honors at the 2026 Convergent TV Awards. Tatari was awarded with the Ad Tech Innovation of the Year honor, while Vault’s data clean room solution (DCR), garnered the Identity & Privacy Innovation Award.

The Best Way To Embrace Convergent TV? Break Down The Silos Between Linear And Streaming

Marketers who want to remain competitive need to reexamine the way they plan and measure performance across streaming and linear TV. Tatari's Head of Agency Partnerships breaks down how to dismantle traditional silos to create a unified, data-driven TV strategy that maximizes reach and ROI.

Programmatic Guaranteed vs. Upstream: What's the Difference?

TV buyers have long relied on Direct IO or Programmatic Guaranteed to access premium streaming inventory, each with trade-offs in cost, transparency, and automation. Tatari’s Upstream introduces a new approach designed to combine the strengths of both.

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.

Celebrating International Women’s Day: 2026

This International Women’s Day, Tatari embraces the 2026 theme “Give To Gain,” highlighting the power of generosity, advocacy, and intentional support. From mentorship to everyday encouragement, the women at Tatari share how giving to one another creates confidence, opportunity, and lasting impact.

The Tatari Boomerang Effect: Why Employees Return

Boomerang employees now make up over a third of new hires, and at Tatari, many choose to return. Hear directly from former Tatarians who came back for meaningful growth, a rewarding culture, and relationships that make it feel like home.

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.

Avocado Mattress Proves Interactive CTV Ads are Ripe for Growth

Avocado Mattress cracked the code on streaming by turning passive viewers into active shoppers through interactive CTV ads that helped drive retail foot traffic. Explore how these emerging ad formats are finally transforming the big screen into a powerful, actionable storefront.