Tatari

Tatari: Programmatic Is a Tool, Not a TV Strategy

Tatari Chief Revenue Officer Andy Schonfeld told AdExchanger’s Inside the Stack podcast that programmatic buying — particularly via DSPs — should be viewed as a tool rather than a TV media-buying strategy. Tatari highlighted gaps in DSP access to premium streaming inventory, noting that much live-sports streaming (e.g., Hulu Live) is sold as linear passthrough and is not reachable via DSPs. The company promoted its Upstream technology as a response: automating direct insertion-order (IO) buying with major networks (CBS, Fox, Disney), improving measurement and allocation using an $8 billion historical spend dataset, and reducing intermediary fees. Schonfeld also discussed appropriate use cases for programmatic, AI-driven compression of media planning time, and described the future of TV as “direct, automation, and convergence.”

Streaming Sponsorships Are the Most Efficient TV Buy

A sponsored Digiday piece from Tatari argues that streaming sponsorships — direct-sold, in-show brand integrations inside specific streaming titles — can deliver better response, conversion and CPA than standard streaming placements despite higher CPMs. Tatari data cited in the article shows sponsorship inventory produced a 62% higher response rate versus non-sponsorship streaming inventory and that roughly 75% of in-show audience reach was incremental to other streaming buys. The article describes common sponsorship elements (billboards, co-branded slates, tagged tune-ins), notes most premium sponsorship inventory is sold direct (not programmatic), and warns that DSP-only strategies miss high-performing sponsorship opportunities offered by publishers such as Disney, Peacock, Paramount+, Netflix and HBO Max. A Tatari case study is presented where mid-roll sponsorships delivered 53% higher response rates while keeping CPA near standard buys.

Virtual Vanguard Recap: Privacy, Trust and Consent

Adweek published a Virtual Vanguard recap of a session led by Professor Beth Egan of Syracuse University that revisits the privacy paradox. Egan — a Syracuse professor and 25-year advertising industry veteran — presented original research arguing that so-called "privacy fatigue" may be a design problem rather than a consumer behavior issue. The piece frames the implications for consumer trust and how consent experiences are designed, suggesting a shift in how marketers and product teams approach data consent and privacy UX.