Tatari
TV and CTV buying platform with measurement and managed services.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Tatari Inc
- Entity type
- COMPANY
- Founded
- 2016
- Headquarters
- 23 Geary St, Suite 600, San Francisco, California 94108, US
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- tatari.tv
What Tatari does
Tatari operates a B2B adtech model centred on convergent TV campaign execution. It provides software for planning, buying and measuring linear TV and CTV campaigns, while also offering managed campaign execution for clients that prefer outsourced operations. The business creates value by combining inventory access, direct publisher buying, programmatic workflows, forecasting and attribution in one system, helping advertisers treat TV as a measurable performance channel rather than a purely brand-led medium.
Category differentiation
Tatari is not a broadcaster, streaming publisher or SSP operator as its primary business; it is chiefly a TV and CTV adtech platform for advertisers and agencies. It should also be distinguished from pure measurement vendors because it combines buying, planning and analytics in one offering.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Tatari is a private US adtech company focused on software and managed services for buying, planning, measuring and optimising television advertising across linear TV, connected TV and online video. Its core platform is used by brands, agencies and in-house media teams to run convergent TV campaigns through a mix of programmatic execution and direct publisher buying, with measurement and attribution built into the workflow. The company makes money through a blend of platform licensing, media buying-related fees and managed service revenue. Its commercial value proposition is to make TV advertising behave more like digital performance marketing by improving transparency, enabling self-serve execution, reducing intermediary costs and linking campaign exposure to business outcomes through proprietary measurement tools. Tatari remains operationally active and sits under the Infra holding company alongside Vault and TheViewPoint.
Company news briefing
Briefing updated:
Tatari continues to emphasise the necessity of independent, cross-platform measurement, noting that social platforms' advertising dominance is partly a measurement confidence effect driven by self-reported attribution. Analysis by the firm reveals that TV exposure frequently generates conversion rates that are otherwise misattributed to walled gardens like Meta, Google, and Amazon. This underscores ongoing efforts to provide transparent performance evaluations across a fragmented CTV landscape.
Business model & monetisation
Tatari monetises through SaaS licensing of its self-serve platform to agencies and brands, media buying fees or take-rates tied to executed advertising spend, and managed service fees for hands-on campaign planning and execution. Its monetisation mix is therefore a hybrid of software subscription revenue, transaction-linked media revenue and service-based fees.
- Self-serve platform licensing
- Software Subscription
- Media execution fees on ad spend
- Percentage Take-Rate
- Managed campaign services
- Service Fee
- Measurement and analytics value capture
- Bundled within platform and service contracts
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Service
Ad Format
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
CIPA Private Right of Action Kept, Shifting Privacy to Research
Privacy · Recorded impact score: 4/5
California's legislature passed a compromise version of SB-690, maintaining most of the private right of action provisions of the California Invasion of Privacy Act (CIPA). This means that juries, rather than regulators, will set privacy standards in the state, as individuals can sue companies for online tracking practices. With over 4,000 CIPA lawsuits filed, mostly against legitimate businesses, the shift emphasizes the need for companies to align data practices with consumer (and juror) expectations. The author argues that privacy compliance should now be research-driven, focusing on customer attitudes, rather than purely legal compliance. This could lead to a competitive advantage for customer-centric businesses over Big Tech, which may face greater legal exposure.
- California passed a compromise version of SB-690, preserving most of the private right of action under CIPA.
- More than 4,000 CIPA lawsuits have been filed, mostly against legitimate businesses.
CTV Show-Level Data Glut Fails to Deliver Optimization Control
CTV · Recorded impact score: 2/5
While CTV buyers increasingly demand show-level transparency, a new IAB report shows 43% lack confidence in inventory. Despite progress in show-level reporting, true program-level optimization remains elusive. Publishers and exchanges offer data, but limitations persist: incomplete bidstream signals, "unknown" titles, and lack of scaled optimization solutions. Privacy laws like VPPA, combined with household-level data, complicate sharing. Linear TV offers program-level control by design, while CTV faces a gap between reporting and active optimization. Buyers can receive post-campaign reports but can't programmatically target individual shows at scale, except via programmatic guaranteed deals. The industry is working toward compliant, scaled optimization, but meaningful progress is still needed.
- 43% of CTV buyers have little or no confidence in the inventory they buy (IAB).
- Major exchanges do not offer scaled show-level optimization as a standard product.
Entries Open for ADWEEK Tech Challengers 2027
Awards & Industry Recognition · Recorded impact score: 2/5
ADWEEK has opened entries for its new 'Tech Challengers to Watch' awards for 2027, a program that will replace the ADWEEK Tech Stack Awards. The award seeks rising technology companies serving marketing and advertising that can demonstrate innovative solutions, client impact, and growth. Areas encouraged to apply include AI, commerce/retail media, B2B marketing, social media/creators, creative tech, performance marketing, data & analytics, measurement, and CRM/email marketing. Early-bird entry costs $175 until Sept. 18, 2026; standard entries are $275 until Oct. 23, 2026. The final submission deadline is Friday, Oct. 23, 2026; winners will be published on ADWEEK.com in January. Questions are directed to the provided Adweek contact email.
- ADWEEK opened entries for the 'Tech Challengers to Watch' awards for 2027.
- The new award will replace the ADWEEK Tech Stack Awards in 2027.
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Questions about Tatari
What is Tatari?
Tatari is a B2B adtech platform for planning, buying and measuring TV and CTV advertising, with both self-serve software and managed services.
Who uses Tatari?
Tatari is used by brands, agencies, in-house media teams, traders and analysts running linear TV and connected TV campaigns.
How does Tatari make money?
Tatari makes money through platform licensing, fees tied to media execution and managed service fees for campaign planning and buying.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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