Tatari
Tatari is a convergent TV advertising platform enabling brands and agencies to plan, buy, and measure campaigns across linear TV, streaming TV, and online video through a unified self-serve platform with direct streaming publisher integrations, closed-loop attribution, and AI-powered planning.
- Company typePrivate
- Founded2016
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Tatari does
Tatari is a convergent TV advertising platform that enables brands and agencies to plan, buy, and measure advertising campaigns across linear TV, streaming TV (CTV), and online video (OLV) from a single self-serve interface. The platform combines proprietary measurement technology (Tatari View-through attribution built on a proprietary device graph, Digital View-through cross-channel comparison, DragFactor conversion timing) with an AI-powered Planning Engine trained on 8+ years of performance data, Predictive Clearance forecasting, and Similar Inventory look-alike modeling for TV. Tatari monetizes through a hybrid model combining recurring platform subscription fees, transaction-based take-rates on Authorized Media Purchases, optional managed services, and separate Vault data clean room fees, with a $10k entry-level price point and working capital deposits for media execution.
Tatari serves three primary customer segments: first-time TV advertisers seeking accessible entry into TV, experienced brands wanting in-house convergent TV control, and agencies (both those not currently offering TV and those using traditional DSPs) licensing the platform to extend their service offerings. Vertical expansion is concentrated in regulated categories including healthcare, fintech, and insurance, addressed through the Vault data clean room with HIPAA-compliant measurement via the Ours Privacy partnership. The company's Upstream direct sales automation platform, operated under parent Infra TV, Inc., connects major streaming publishers (Disney, NBCUniversal, Paramount, Tubi, Warner Bros Discovery) directly to advertiser demand, eliminating traditional DSP/SSP intermediary fees.
The company is headquartered in San Francisco (605 Market Street, Suite 700) with additional offices in Culver City, Irvine, and New York, operates as a subsidiary of Infra TV, Inc., and is led by co-founders Philip Inghelbrecht (CEO, also co-founder of Shazam and former TrueCar president) and Mike Swinson (Chief Data Scientist, PhD in Artificial Neural Networks, 33 US patents). The leadership team draws heavily from ad-tech and platform companies including Meta/Facebook (LiveRail), Twitch, Google, Magnite (formerly Rubicon Project), Branch, Adap.tv, and LKQD. The company is private, venture-backed, and reports 300+ brand customers and 30+ agency licensees with 251-500 employees.
Tatari firmographics
Firmographics- Name
- Tatari
- Legal name
- Tatari Inc.
- Website
- https://tatari.tv
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Tatari is a convergent TV advertising platform enabling brands and agencies to plan, buy, and measure campaigns across linear TV, streaming TV, and online video through a unified self-serve platform with direct streaming publisher integrations, closed-loop attribution, and AI-powered planning.
- Ownership category
- akta.pro rank
Tatari industry classification
Industry- Product category
- Connected TV Advertising Platform
- NAICS
- Media Buying Agencies (541830), Advertising Agencies (541810), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Connected TV (CTV) & OTT Performance Advertising (BPAFACAG)
- akta.pro secondary industry
- FAST Channel Networks & Platforms (MPACAAAC)
Keywords
Where Tatari is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Tatari business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Platform Access and Technology Fees: Companies pay fees for access to Tatari's Platform, which includes Technology, Services and Data. This encompasses the Analytics Platform for measuring campaign effectiveness and the Media Platform for planning and executing media buys.
- Authorized Media Purchases: Tatari charges fees for Authorized Media Purchases, which are inclusive of the cost of media purchases and the technology and services provided by Tatari. These fees are subject to reconciliation based on actual media purchases completed.
- Managed Services: Optional managed services providing dedicated client success managers who help with strategy, planning, and managed execution. Available for brands not ready to manage campaigns in-house.
- Vault Data Clean Room: Data clean room services enabling privacy-compliant measurement for regulated verticals. Vault DCR fees are charged separately as expenses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Platform Access with In-House buying |
| Hybrid | Monthly | Platform Access with Managed Service |
| Transaction based/ take rate | Pay-as-you-go | Authorized Media Purchases |
| Transaction based/ take rate | Pay-as-you-go | Working Capital Requirements |
| Unit Pricing | Multi-year contract | Entry-level TV advertising |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Tatari product offering
Product offeringCore offering
Tatari operates a convergent TV advertising platform that enables brands and agencies to plan, buy, and measure ad campaigns across linear TV, streaming TV (CTV), and online video (OLV) in a single self-serve interface. The platform combines proprietary technology, AI-powered planning, and direct publisher relationships through its Upstream direct sales automation to execute campaigns and provide closed-loop attribution comparable to digital channels. Optional managed services and a Vault data clean room for regulated verticals supplement the core platform.
Product overview
Tatari is a convergent TV advertising platform offering a unified solution for buying and measuring campaigns across streaming TV, linear TV, and online video. The core platform combines proprietary technology, data science, and direct publisher relationships. The portfolio includes the Tatari Platform as the central hub for media buying and measurement; Measurement tools providing convergent attribution including TV View-through and incremental methodologies; Programmatic CTV capabilities for prospecting and retargeting; and AI-powered planning tools including the Planning Engine, Predictive Clearance, and Similar Inventory. The platform connects to Upstream, a direct sales automation platform for CTV publishers that Tatari co-developed to enable efficient direct media buying. Vault provides a data clean room for privacy-compliant TV measurement in regulated industries. Tatari also offers optional Managed Service for agencies needing hands-on support.
Differentiator
Problem solved
Functional benefit
Products and services
- Tatari Platform The central convergent TV advertising platform enabling brands and agencies to buy and measure campaigns across streaming TV, linear TV, and online video from a single interface.
- Media Buying Premium streaming and linear TV inventory buying capabilities with both direct publisher relationships and programmatic execution, including sports placements and Super Bowl inventory.
- Measurement Convergent TV measurement suite including Tatari View-through (purpose-built for TV using proprietary device graph), Digital View-through for cross-channel comparison, outcome-focused metrics (CPV, CPI, CAC, ROAS), brand measurement, and DragFactor for conversion timing analysis.
- Programmatic CTV & OLV Programmatic advertising capabilities for connected TV and online video with prospecting and retargeting tools, targeting across demographics, interests, behaviors, and proprietary affinity models, with placement-level reporting.
- Upstream Direct sales automation platform for CTV publishers (rebranded from TheViewPoint) that automates direct-sold campaigns through native integrations with major streaming publishers including NBCU, Paramount, Tubi, Warner Bros Discovery, and Disney, eliminating traditional ad tech intermediary fees.
- Vault Data clean room built specifically for TV advertising with privacy-enhancing tokenization infrastructure supporting compliant, full-funnel TV measurement across regulated verticals such as healthcare, fintech, and insurance.
- Managed Service Optional managed service providing dedicated client success managers and expert media buying support, including premium opportunity recommendations, custom media plans, and campaign optimization.
Quantifiable outcome
- 60% reduction in CPA for streaming TV retargeting campaigns
- +5 more outcomes
Companies that use Tatari
Customer profileNamed customers19 records
Segments7 records
Ideal customer profiles4 records
Tatari technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature9 records
Tatari partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Ours PrivacycorePartnership with Ours Privacy to enable HIPAA-compliant connected TV measurement for healthcare brands. Infra.tv announced SOC 2 certification across its product portfolio alongside this partnership, supporting compliant measurement for regulated verticals.
- Upstream (formerly TheViewPoint)coreUpstream is a subsidiary of Infra.tv (Tatari's parent company) that rebranded from TheViewPoint. The platform automates direct-sold campaigns through native integrations with major streaming publishers. Tatari connects publishers representing the majority of streaming direct impressions directly to advertiser demand sources like Tatari, eliminating traditional DSP/SSP intermediary fees.
- DisneycoreMajor streaming publisher integrated with Upstream's direct sales automation platform. Disney represents significant premium inventory for both linear and streaming TV advertising through Tatari.
- NBCUniversalcoreMajor streaming publisher integrated with Upstream's direct sales automation platform. NBCU has adopted the platform for connecting directly to advertiser demand sources.
- ParamountcoreMajor streaming publisher (Paramount+) integrated with Upstream platform for direct media sales automation, eliminating intermediary fees.
- TubicoreMajor streaming publisher integrated with Upstream for direct advertising sales. Tubi provides premium CTV inventory accessible through Tatari's platform.
- Warner Bros DiscoverycoreMajor streaming publisher (Max, Discovery+) integrated with Upstream's direct sales automation platform, representing significant premium inventory.
- Upstream Launch PartnerscoreTatari launched Upstream platform with launch partners including Disney, Tubi, Paramount, WBD, and NBCU, combining ad tech automation with direct TV deals.
Scale indicators6 records
Recent moves8 records
Expansion highlights6 records
Tatari competitors and assessment
Company assessmentDirect peers
- MediaMath: Independent programmatic demand-side platform with omnichannel and CTV capabilities, competing with Tatari's media buying and measurement stack for mid-market and enterprise advertiser budgets.
- iSpot.tv: TV attention measurement and attribution platform offering real-time TV ad performance analytics, comparable to Tatari's measurement and closed-loop attribution offering for brands and agencies.
- MNTN: Self-serve CTV advertising platform targeting SMBs and growth brands, overlapping directly with Tatari's first-time TV advertiser and direct-to-brand positioning and pricing model.
- Samba TV: TV viewership data and cross-screen attribution provider, overlapping with Tatari's Tatari View-through and household-level attribution capabilities for outcome-based TV measurement.
- Innovid: CTV ad serving, measurement, and creative personalization platform, competing with Tatari on cross-screen measurement and creative analytics for the same brand and agency customers.
- The Trade Desk: Independent DSP with a major CTV/OTT buying offering and cross-channel measurement, competing head-to-head with Tatari for the same brand and agency budgets and benchmarked against Tatari in the 2026 Convergent TV Awards.
- Magnite: Largest independent CTV/online video SSP that monetizes the same premium streaming inventory Tatari accesses directly via Upstream; Tatari's SVP of Engineering Mark Weiler previously led engineering at Magnite (formerly Rubicon Project).
Broad incumbents
- Roku: Vertically integrated CTV platform and ad network with its own first-party audience data and one-stop buying tools; overlaps with Tatari's CTV buying capability while competing as a publisher and a media-buying alternative.
- FreeWheel: Comcast-owned ad management and monetization platform for premium TV and CTV inventory, providing agencies and brands with linear-plus-CTV execution capabilities that overlap with Tatari's convergent TV platform.
- Google Ad Manager / Display & Video 360: Google's broad ad buying and serving stack with CTV and YouTube TV inventory, serving many of the same brands and agencies that Tatari targets and representing the entrenched default that Tatari's convergent TV platform must displace.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Tatari social profiles
Digital presenceTatari compliance and trust
Trust signalCompliance2 records
Tatari financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tatari leadership team
Management profileNumber of profiles
Profiles9 records
Tatari funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tatari M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tatari
What does Tatari do?
Tatari operates a convergent TV advertising platform that enables brands and agencies to plan, buy, and measure ad campaigns across linear TV, streaming TV (CTV), and online video (OLV) in a single self-serve interface. The platform combines proprietary technology, AI-powered planning, and direct publisher relationships through its Upstream direct sales automation to execute campaigns and provide closed-loop attribution comparable to digital channels. Optional managed services and a Vault data clean room for regulated verticals supplement the core platform.
Is Tatari a public or private company?
Tatari is a private company. It is classified as venture growth investor backed and is currently operating.
When was Tatari founded?
Tatari was founded in 2016. It employs 251 to 500 people.
Where is Tatari based?
Tatari is headquartered in San Francisco, United States, in the North America region.
How does Tatari make money?
Four revenue lines are on record. Platform Access and Technology Fees are the primary driver. The others are authorized Media Purchases, managed Services and vault Data Clean Room.
Who are Tatari's main competitors?
Direct peers on record are MediaMath, iSpot.tv, MNTN, Samba TV, Innovid, The Trade Desk and Magnite. Broad incumbents are Roku, FreeWheel and Google Ad Manager / Display & Video 360.
Does Tatari have an API?
No public API is recorded for Tatari.
What industry is Tatari in?
Tatari's product category is Connected TV Advertising Platform. Its primary akta.pro industry code is BPAFACAG, Connected TV (CTV) & OTT Performance Advertising, with a secondary code of MPACAAAC, FAST Channel Networks & Platforms. Its NAICS code is 541830 and its SIC code is 7310.