Tatari (platform)
| Company type | Private |
|---|---|
| Industry | Advertising technology, Television advertising |
| Founded | 2016 |
| Founder | Mike Swinson, Philip Inghelbrecht |
| Headquarters | San Francisco , United States |
| Products | Television advertising platform (linear TV, streaming TV, online video), Similar Inventory feature, Vault subsidiary |
| Parent | Infra |
Tatari is an integrated television advertising platform that facilitates the development, oversight, and evaluation of ads across linear TV, streaming TV, and online video platforms.
In March 2022, Tatari expanded its offerings by acquiring TheViewPoint, a monetization platform specializing in CTV SSP. The following month, it introduced Similar Inventory, a feature that recommends linear and streaming TV inventory aligned with ongoing campaigns. By June 2023, Tatari launched Vault, a subsidiary focused on generating "tokens" through the alignment of first-party data from publishers and advertisers with Experian identifiers. Tatari, along with TheViewPoint and Vault, function as subsidiaries under the Infra parent company.
2016–2019
Established in 2016 by Mike Swinson and Philip Inghelbrecht, Tatari aimed at transforming TV advertising through advanced analytics and streamlined campaign management.
2020–2022
In 2020, Tatari unveiled an automated next-day metric tool that provides return on ad spend (ROAS) analytics for linear TV campaigns, utilizing data sourced from over 21 million households. That same year, AdAge recognized Tatari as one of the best workplaces. In 2021, Tatari collaborated with Clearco to facilitate access to up to $10 million in funding for emerging brands targeting TV advertising.
The acquisition of TheViewPoint in 2022 bolstered Tatari’s capabilities in connected TV advertising. The launch of Similar Inventory in April 2022 enabled advertisers to more effectively expand their campaigns. By October 2022, Tatari licensed its media buying software to advertising agencies to extend its market presence. By the end of 2022, more than 200 direct-to-brand clients were utilizing Tatari’s platform for TV ad purchasing and performance analytics.
Additionally, Tatari partnered with Samba TV to integrate detailed viewership data across both linear and streaming platforms. Shopify also chose Tatari as its exclusive TV App Partner within the Plus Certified App Program. In 2022, Inc. Magazine honored Tatari as one of the Best Workplaces in Advertising & Marketing.
2023-present
In February 2023, Experian’s marketing data was incorporated into Tatari’s platform to enhance audience targeting precision. By October 2023, Tatari received the Most Innovative TV Advertising Technology award at the AdExchanger awards. In December 2023, Business Insider listed Tatari among the "Hottest Ad Tech Companies." That year also saw Tatari earning the Programmatic Power Player distinction from AdExchanger.
March 2024 brought enhancements to Tatari’s TV ad measurement solutions with the addition of multi-touch attribution models and real-time analytics for deeper campaign insights. In July 2024, Tatari launched its AI-driven Planning Engine—an entirely AI-powered platform designed to optimize media buying across both linear and streaming television channels.