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Tatari (platform)

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Tatari
Company typePrivate
IndustryData and analytics
Founded2016
FounderMike Swinson and Philip Inghelbrecht
HeadquartersSan Francisco, California, United States
Websitetatari.tv

Tatari is a convergent TV ad platform that allows the creation, management, and measurement of advertisements across linear TV, streaming TV, and online video platforms.

In March 2022, Tatari acquired TheViewPoint, a CTV SSP monetization platform. In April 2022, Tatari launched Similar Inventory, which provides suggestions for linear and streaming TV inventory based on existing campaigns. A year later, in June 2023, Tatari launched Vault, a sister company that creates "tokens" by matching first-party data from publishers and advertisers with Experian identifiers. Tatari, TheViewPoint, and Vault are three separate subsidiary companies under a parent company called Infra.[1]

History

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2016–2019

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Tatari was established in 2016 by Mike Swinson and Philip Inghelbrecht.[2]

2020–2022

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In 2020, Tatari launched an automated next day metric tool, which promises to provide advertisers with next-day return on ad spend (ROAS) insights for linear TV campaigns. This tool utilizes data from more than 21 million households to offer advertisers detailed performance metrics and audience behavior analysis shortly after a campaign airs.[3] In 2020, AdAge named Tatari best place to work.[4] In the following year 2021, Tatari formed a partnership with Clearco, a TV advertising analytics firm. Clearco, a funding provider, assisted new brands with access to up to $10 million in funding for TV advertising.[5]

In March 2022, Tatari acquired TheViewPoint to enhance its connected TV (CTV) advertising capabilities.[6][7] In April 2022, it launched Similar Inventory to help advertisers scale their TV advertising campaigns more efficiently.[8] In October 2022, Tatari licensed its media buying software to advertising agencies, to expand its reach and impact in the TV advertising space.[9]

In October 2022, Tatari announced that over 200 direct brands have adopted their platform for purchasing and analyzing TV advertising. Tatari also partnered with Samba TV to integrate Samba TV's extensive viewership data.[10][11] In October 2022, Shopify announced Tatari as the exclusive TV App Partner in Shopify's Plus Certified App Program.[12][13] In 2022, according to Inc Magazine, Tatari was named a Best Workplace in the Advertising & Marketing category.[14]

2023-present

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In February 2023, Tatari announced the integration of Experian's marketing data into the platform.[15] In October 2023, the company was named the Most Innovative TV Advertising Technology according to the 2023 AdExchanger awards.[16] In December 2023, Tatari was recognized as a "Hottest Ad Tech Company" by Business Insider.[17] In 2023, Tatari was also named Programmatic Power Player by AdExchanger.[18] In March 2024, Tatari improved its TV ad measurement tools by adding multi-touch attribution models and real-time analytics.[19][20] In July 2024, Tatari released its AI-driven Planning Engine, a fully AI-powered campaign management platform.[21][22][23]

References

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  1. ^ Boyle, Alyssa (2023-06-12). "Why Tatari Created A Separate Company To House Its Data Clean Room". AdExchanger. Retrieved 2024-08-28.
  2. ^ "A LINE's new identity for Tatari takes its inspiration from TV elements". Creative Boom. 2019-10-03. Retrieved 2024-08-20.
  3. ^ "Analytics Firm Touts Next-Day Returns For Linear, Streaming TV". www.mediapost.com. Retrieved 2024-08-20.
  4. ^ Johnson, Bradley (January 13, 2020). "Ad Age Best Places to Work 2020". adage.com. Retrieved 2024-08-20.
  5. ^ Lafayettepublished, Jon (2021-04-27). "Tatari, Clearco Help New Brands Access up to $10 Million for TV Ads". Broadcasting Cable. Retrieved 2024-08-20.
  6. ^ Boyle, Alyssa (2022-03-28). "Tatari Buys TheViewPoint To Link Up With CTV Supply". AdExchanger. Retrieved 2024-08-20.
  7. ^ "Tatari Streamlines CTV Supply Chain with Acquisition of TheViewPoint". www.exchangewire.com. Retrieved 2024-08-20.
  8. ^ Lafayettepublished, Jon (2022-04-11). "Tatari Launches Similar Inventory Product To Scale TV Ad Campaigns". Broadcasting Cable. Retrieved 2024-08-20.
  9. ^ Lafayettepublished, Jon (2022-10-12). "Tatari Licenses Media-Buying Software to Advertising Agencies". Broadcasting Cable. Retrieved 2024-08-20.
  10. ^ "Data Quality Analyst - Tatari". Otta. Retrieved 2024-08-20.
  11. ^ "Tatari Licenses Samba TV Data Set, Giving Advertisers Accurate Household Viewership Insights Across Linear and Streaming". GlobeNewswire News Room. 2022-11-10. Retrieved 2024-08-20.
  12. ^ "Tatari Selected As Only TV App Partner In Shopify's Plus Certified App Program". www.adweek.com. 2022-10-03. Retrieved 2024-08-20.
  13. ^ "Tatari". shopify.com. Retrieved 2024-08-20.
  14. ^ "Best Workplaces 2022". inc.com. Retrieved 2024-08-20.
  15. ^ "Marketing Technology Highlights of The Week". MarTech Series. 2023-02-27. Retrieved 2024-08-20.
  16. ^ "Tatari Wins AdExchanger's 2023 Most Innovative TV Advertising Technology Award". Yahoo Finance. 2023-10-02. Retrieved 2024-08-20.
  17. ^ Joe, Ryan; Johnson, Lauren; O'Reilly, Lara (December 7, 2023). "The 16 hottest adtech companies of 2023". Business Insider. Retrieved 2024-08-20.
  18. ^ "2023 Power Players". AdExchanger. 2023-02-21. Retrieved 2024-08-20.
  19. ^ "Tatari makes significant updates and improvements to its TV ad measurement". www.adweek.com. 2024-03-21. Retrieved 2024-08-20.
  20. ^ "Tatari Announces Major Improvements to TV-Specific Measurement". Global Trends | News and Innovations, Views from Martech Leaders. 2024-03-22. Retrieved 2024-08-20.
  21. ^ "Tatari Unveils AI-Powered Media Buying Across Linear & Streaming TV - MarTech Cube". MarTech Cube - Marketing Technology news and Martech Interviews. 2024-07-18. Retrieved 2024-08-20.
  22. ^ "TechDogs - Discover the Latest Technology Articles, Reports, Case Studies, White Papers, Videos, Events, Hot Topic: AI, Tech Memes, Newsletter". TechDogs. Retrieved 2024-08-20.
  23. ^ Boyle, Alyssa (2024-07-17). "Fire Pit Brand Breeo Is Tapping Tatari To Rekindle Its TV Ad Buying Strategy". AdExchanger. Retrieved 2024-08-20.
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