Resources

Watch: Why Premium CTV Inventory isn’t in Programmatic

Watch our recap from Marketecture Live featuring leaders from Tatari, NBCUniversal, and WBD discussing why much of premium CTV inventory never enters programmatic and what advertisers and media buyers can do to drive real reach and impact.

Listen: Programmatic is Only Part of the CTV Ad Story

Tatari’s CEO, Philip Inghelbrecht, joined the Next in Media podcast to talk about the evolving structure of the CTV market and why programmatic may not be the whole story. From where premium inventory actually lives to how automation and AI are being applied in practical ways, he offers a candid look at what’s hype and what’s real in CTV advertising.

What the OpenPath Fallout Reveals About the State of CTV Media Buying

Agencies like Dentsu and WPP exiting OpenPath expose the cracks in The Trade Desk's programmatic CTV platform and highlight the importance and need for direct sales automation, which represents the next phase of CTV buying and why we launched Upstream.

Moving Upstream: Our Evolution to Direct Sales Automation

TheViewPoint is now Upstream—and it’s redefining how CTV publishers scale direct revenue. By automating direct-sold campaigns at the ad server level, Upstream eliminates operational bottlenecks while preserving the premium power of direct relationships.

Programmatic TV Tax Day is Not Just April 15. It's Every Day

This blog examines the significant "AdTech tax" in Connected TV advertising, advocating for Tatari's direct integration with publishers to bypass hidden fees, resulting in substantial cost savings and enhanced transparency.

CTV Ad Monetization Guidebook

This white paper takes a granular look at the CTV ecosystem, supply chain, and inventory monetization models.

How Tech Providers Prevent CTV Ad Fraud by Filtering Out Invalid Traffic

In this post, we'll dig into what publishers and advertisers need to know about IVT, particularly within the growing CTV space.

Origins and Pioneers of AdTech: 2010-2022

From the first desktop sidebar ads during the 1990s through the advent of mobile advertising, to the cross-device individual user recognition capabilities of CTV marketing platforms today, the evolution of online advertising has been rapid. When things change so fast, it can be easy to lose sight of how far the industry has come and forget the most crucial aspect of advertising: making sales.

AI In CTV AdTech: Streamlining The Ad Bidding Process

For CTV marketing professionals, the value of artificial intelligence and machine learning technology lies not only in its capacity to handle massive datasets and streamline outcome prediction but in its ability to facilitate seamless, real-time communication between CTV-ecosystem stakeholders.

What’s to Come in Ad Tech M&A in 2022 and Beyond?

As CTV remains one of the hottest sectors for M&A, Daniel Elad, chief strategy officer at TheViewPoint (which was itself yesterday acquired by Tatari) shares his opinion on the underlying trends and makes forecasts for the market dynamics in the years to come.