TheViewPoint

Upstream Launches Automated Direct-Sold CTV Ad Sales Platform

Upstream (formerly TheViewPoint) launched a platform that automates direct-sold connected-TV (CTV) and streaming ad sales by integrating at the ad server level. The company, acquired by video measurement firm Tatari in 2022 and now part of parent Infra alongside Vault, positions the product as automation for direct deals rather than programmatic buying. Early adopters include NBCUniversal, Warner Bros. Discovery, Disney, Paramount and Fox‑owned Tubi. Upstream’s approach aims to reduce operational friction and remove SSP/DSP hops while preserving the strategic advantages of direct-sold agreements. Tatari data cited in the announcement states that 90% of streaming impressions come from 10 publishers, underscoring supply concentration and the vendor’s argument for disintermediation of programmatic intermediaries in CTV.

Tatari Eyes Up CTV Evolution with TheViewPoint Acquisition

Data and analytics company Tatari has announced the acquisition of TheViewPoint, a CTV-focused SSP and ad server. TheViewPoint will continue operating under its own brand as Tatari expands its investment and deepens relationships with existing and future supply‑side platforms. Tatari frames the move as removing the ‘ad tech tax’ inherent in decentralized digital video buying and aims to enable a CTV Private Exchange hosted by Tatari. Integration has begun with a handful of publishers, with full completion expected in coming months. The deal sits within a broader wave of CTV-specific consolidation in ad tech, following TripleLift’s recent purchase of 1plusX.

SSAI: Benefits and Fraud Risks in CTV

Server-side ad insertion (SSAI) is common in connected TV (CTV) but carries fraud risks. A Pixalate Q1 report showed SSAI delivered about 40% of programmatic OTT/CTV impressions. SSAI stitches ads into a single stream, reducing latency and improving user experience, while enabling transparency and measurement across OTT/CTV. However, SSAI remains vulnerable to fraud schemes, exemplified by the DiCaprio spoofing incident (114 Roku store URLs, 98 unique app Bundle IDs, 134 unique app names) and Monarch-related device/app spoofing. Major brands such as Lexus, Uber, and Chipotle have been targeted. Industry groups are developing guidelines for SSAI measurement and accreditation (IAB Tech Lab in collaboration with the Advanced TV committee), including SIVT detection. Pixalate has also developed solutions to evaluate IP addresses and proxy server reputation without full allowlisting or blocking. The piece calls for standards to preserve SSAI benefits while mitigating risks.