Tatari

23andMe’s holiday campaign is its first real foray into CTV, which the company plans to make a key channel in its post-cookie marketing mix.

YouTube is now a rival to TV networks. Yet many networks still post their content to the platform via friendly licensing agreements. In the current war for viewer attention, this is a potentially crippling move.

Plenty of Fish is trying to establish itself as a relatively genuine, low-stress dating service. That’s why the company did a full rebrand and changed up its media mix last October.

Clean rooms are dominating ad tech conversations, and the rise of connected TV has spurred clean room adoption to new levels because of inventory fragmentation.

Among streaming ad providers, there is a temptation to make streaming ad ROI look better than it really is (and definitely better than linear).

Just because the media world has gone fully digital doesn’t mean we need to impose early digital models and constraints on every opportunity, said Philip Inghelbrecht, CEO of Tatari. More CTV inventory will roll into programmatic pipes in coming years, he writes, but the notion that it’ll achieve programmatic domination is faulty — CTV inventory is still very different from digital.

Fiverr is a site that matchmakes freelancers with companies looking to meet immediate, one-off business needs. But now that remote work appears here to stay, Fiverr realized it needed new messaging to get large businesses to hire freelancers on a longer-term basis, said Matt Clunan, Fiverr’s global head of brand and digital. And Fiverr decided TV is the best way to branch out.

The Trade Desk spent the last year and a half signing up a host of partners to support the Unified ID 2.0 program – but none of that means much without getting brand marketers involved. Most of UID2’s supporters so far have been ad tech companies and online publishers, which makes sense. Ad tech players don’t […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Todd Gordon, VP of Client Development at Tatari. The industry is busily debating the implications of the loss of online identifiers due to actions by Google and Apple – but […]

“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today’s column is written by Vicky Chang, director of media buying and planning at Tatari. The TV industry was undergoing a sea change before the pandemic. Now, the future is even less clear. Viewership is up, but it’s buoyed […]