What happened
TV buying and measurement platform Tatari has launched Tatari Max, a machine-learning optimization engine that operates directly at the publisher ad-server level via Tatari’s Upstream supply integration (connected with publishers including NBCUniversal, Paramount, Disney, and Tubi). Processing 300 TB of response data and 180 million daily conversion events, the system calculates household affinity scores to route impressions toward higher-converting viewers—delivering a 19% median improvement in incremental CPA during initial testing.
Key facts & figures
- ·Operates at the publisher ad-server level via direct supply integrations (Upstream) rather than pure open-exchange bidding.
- ·Trained on 300 TB of response data and 180 million daily conversion events.
- ·Delivered a 19% median improvement in incremental CPA across test campaigns.
- ·Positions transparent, A/B-tested CTV optimization against walled-garden black-box tools (Performance Max, Advantage+).
Key questions for investors and operators
When evaluating transactions, technology stacks, or commercial partnerships in this space, we recommend looking closely at three questions:
Companies & platforms involved
Convergent TV buying and measurement platform launching Tatari Max.
Streaming publishers integrated with Tatari's Upstream supply-side stack.