Observed Signal · Mar 9, 2026 · Conference Presentation · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
Unite Linear and Streaming for Effective TV Marketing
Tatari's Mike Fogarty urged marketers to stop treating linear and streaming as separate channels and to adopt convergent, hybrid buying and measurement approaches. Speaking at Convergent TV World (March 5–6, New York City), Fogarty argued that programmatic and direct strategies should be used together, with programmatic insights informing direct deals and deeper DSP integrations enabling convergent activations. He highlighted growing viewership shifts between linear and streaming, fragmentation across devices, and the need for more nimble planning cadences. Fogarty noted attribution challenges and recommended multimodal measurement rather than a single attribution model. He also emphasized that Connected TV remains television—subject to currency debates and measurement plurality—and cited market sizing: roughly $70 billion for linear and streaming combined (about $30 billion for streaming alone; $90 billion including local linear).
Industry guidance on convergent CTV buying, measurement and hybrid programmatic/direct strategies affects media planning and operations across TV and streaming; includes market sizing and practical advice for marketers adapting to fragmentation.
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Key Takeaways & Evidence Grounding
- Mike Fogarty is head of client development, brand and agency partnerships at Tatari.
- Fogarty spoke at Convergent TV World on March 5–6 in New York City.
- He said the U.S. market is about $70 billion between linear and streaming, $90 billion if local linear is included, and about $30 billion for streaming alone.
- Fogarty advised marketers to combine programmatic and direct buying (hybrid playbooks) and to use programmatic insights to inform direct deals.
- Fogarty argued that Connected TV remains television and that there is no single attribution model for all TV and streaming measurement.
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