Tatari Launches Updates to Simplify Convergent TV

Staff Writer less than a minute ago

Tatari, the platform for buying and measuring ads across Convergent TV, has announced a major platform update for advertisers. 

Most self-serve TV ad platforms today are built on white-labeled DSPs and offer access to just one piece of the TV landscape: streaming inventory bought programmatically. That means limited transparency, little control, and no way to manage campaigns across both linear and streaming. 

The release introduces a reimagined self-serve experience that opens Tatari’s advanced capabilities to digital‑first marketers—while preserving advanced features for power users at agencies and in-house marketing teams.

Tatari was built differently—from the ground up to support direct publisher buying and programmatic in a single platform. With this update, those advanced capabilities are now also available to more teams through a streamlined self-serve experience.

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New Platform Features

• AI-powered media planning for prospecting that builds optimised TV campaigns instantly, leveraging 8 years of performance data across billions of media dollars.
• Lookalike Audiences – Advanced audience targeting that identifies households with a high affinity to a particular brand, delivering dramatically improved conversion rates and ROAS.
• Propensity‑Based Retargeting – Proprietary algorithm dynamically aligns spend with propensity to convert, driving stronger performance across streaming TV campaigns.
• Behavioural and contextual data, used to allocate impressions to the right advertiser campaigns.
• Supply Path Optimisation – Fully integrated with Tatari’s publisher-direct media execution.

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• Granular Online Video Targeting – The option to buy brand‑safe, transparent online video placements that complement streaming and extend reach with performance control.
• Streaming Incrementality (Beta) – A new methodology to measure true lift on streaming without PSA‑style waste, enabling always‑on incrementality.
• Retail Modelled Conversions (Beta) – Measurement of Amazon and retail conversions through modelled outcomes to complement deterministic attribution, where direct signals are sparse.
• Data Clean Room – A native integration with Vault lets advertisers securely share first-party data, including conversion events and lifetime value (LTV), for TV measurement. This privacy-enhanced setup needs no license, pixel, or complex configuration and enables accurate attribution in login-gated or post-purchase environments.

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• Easy onboarding, with guided, unified workflows (Beta) – Brings the full Tatari platform into a self-serve experience, so anyone will be able to sign up and pay with a credit card. In‑house teams and non‑media‑buying experts can plan, activate, and report with features backed by best‑practice presets and in‑platform recommendations.

“Tatari has long equipped sophisticated marketers with the most advanced tools in TV,” said Philip Inghelbrecht, CEO and Co‑Founder of Tatari. “Our new and improved self‑serve experience brings that power to more teams by removing unnecessary complexity.”

“And while much of the market runs on third‑party DSPs under the hood, Tatari is built on direct publisher rails—so brands get premium supply, fewer layers of fees, and performance they can see.” 

“Combined with our measurement leadership, this is the most capable—and now the most accessible—Convergent TV platform on the market.”

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