Tatari
Tatari is a tV and CTV buying platform with measurement and managed services.
Analyst Perspective
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.
Analyst Signal Briefing
Updated: 19 Aug 2026Tatari, a subsidiary of Infra TV, Inc., continues to challenge the industry’s reliance on programmatic DSPs for premium streaming, categorising programmatic buying as a secondary tool rather than a comprehensive TV strategy. Leadership argues current infrastructure is ill-suited for high-quality inventory and instead prioritises its Upstream technology to automate direct insertion orders with major networks. Furthermore, the company is advocating for direct-sold streaming sponsorships, citing internal data that indicates a 62% higher response rate and superior incremental reach compared to non-sponsorship inventory, particularly for live-sports and premium publisher content.
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Key insights about Tatari
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.
Tatari: About
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.
How Tatari Works & Monetises
Business model analysis and core revenue streams
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.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Service
Ad Format
Recent Signals (Tatari)
Entries Open for ADWEEK Tech Challengers 2027
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.
Read original sourceHow Sahara Lotti Built and Defended Lashify
In an Adspeak podcast episode from Adweek, host Audrey Kemp interviews Sahara Lotti, founder and CEO of Lashify, about using intellectual property as a competitive moat. Lotti describes turning a $300 personal problem into a business that reached $8 million in its first year, building a portfolio of more than 700 global patents around her Gossamer lash technology, and investing in enforcement. The piece highlights Lashify’s 2024 $30.5 million legal victory and a 2025 Federal Circuit ruling that strengthened patent-holders’ ability to block counterfeit imports via ITC exclusion orders. Lotti discusses DTC economics, licensing opportunities that followed litigation, influencer attacks against IP defenders, and strategies such as broad patent claims and incubator models to protect innovation and create long-term brand value.
Read original sourceCTV Buying Faces Infrastructure Problems
An ADWEEK House Cannes fireside co-hosted with Tatari highlighted structural issues in programmatic connected-TV (CTV) buying. Philip Inghelbrecht, CEO and co‑founder of Tatari, argued that CTV’s buying architecture was inherited from digital display and is ill-suited for premium streaming inventory, where a large share of impressions come from a small number of publishers. He said programmatic CTV is useful for narrow targeting and retargeting but is not a substitute for broad-reach TV buys, and recommended moving automation closer to the ad server to cut manual processes. Inghelbrecht also expressed skepticism about current AI in advertising, calling much of it workflow automation rather than intelligence that improves decision‑making. The piece was published in partnership with Tatari and reported by Ashley Cisneros Mejia.
Read original sourceTatari: Frequently Asked Questions
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.
Company Facts
- Founded
- 2016
- Headquarters
- 23 Geary St, Suite 600, San Francisco, California 94108, US
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Link
- tatari.tv