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.

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.

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.

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.

Why Retargeting Might Be TV’s Smartest Entry Point

CTV is transforming traditional retargeting by combining the engagement of TV advertising with the precision of digital targeting, offering brands a low-risk, high-impact way to drive conversions and test a powerful new performance channel.

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.