Resources

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.

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.

Reasons Why Ad Viewability Measurement Matters

In this post, we’ll figure out what ad viewability is, how to apply viewability measurement to the Connected TV industry and how to benefit from doing so.

The Key Players In The CTV OS Ecosystem – And What They’re After

Operating systems have often been overlooked when discussing the fragmented ecosystem of connected TV. But as the hunger for connected TVs grows among consumers, more and more gatekeepers of the CTV world explore new OS frontiers. Despite the existing variability in CTV software, there’s still no clear leader in the space.

TheViewPoint Partners with Stirista to Unlock the Power of Connected TV

TheViewPoint, a SaaS video ad monetization platform for CTV/OTT publishers, today announced a new partnership with Stirista, the leader in data-driven SaaS marketing solutions in providing premium programmatic CTV inventory.

30-Second Ads and Their Journey From Linear to Connected TV

The TV ad world settled into the routine of 30-second ad spots in the early 1970s as inflation and other market changes cut ads down from a full minute, and the format has been holding strong ever since. Its capability to tell a story, create emotional impact and communicate the brand have all helped this enduring format retain its position in the changing world of TV commercial messaging. And while linear TV keeps moving towards shorter ad spots lately, the 30-second ad is on the rise for CTV.

What Is Ads.txt and Can It Prevent Fraud in Programmatic Advertising?

Ads.txt was released by the International Advertising Bureau (IAB) Tech Lab in 2017 with the aim of preventing different types of fraudulent actions, such as domain spoofing and inventory arbitrage. It helps make the supply chain of online advertising clearer and more transparent as well as making things more complicated for fraudsters looking to sell inventory stolen from media buyers and publishers. In December 2020 IAB Tech Lab released ads.txt for connected TV because the complex CTV market required more transparency in cooperation between media buyers and publishers.

Private Marketplaces in CTV Advertising

Digital is still a young and developing part of the marketing industry. It is therefore evident that with further advancement, there will be more and more buzzwords popping up. One such concept, the private marketplace (PMP), is becoming a common phrase among Connected TV (CTV) professionals.

How AI Is Bringing Intelligence to TV Screens

Artificial Intelligence (AI) has been creating quite a stir across all industries, including the Connected TV (CTV) realm. In fact, it has already switched from being an attribute of siloed players to become something most actors dip their toes into.