A Convergent TV Platform Built For Agencies

Daniel built programmatic CTV from the inside at Kubient. He knows exactly what the supply path costs.

Park & Battery's clients in healthcare, financial services, and life sciences need TV inventory that a programmatic seat simply cannot access. Tatari buys Hulu, Peacock, and HBO direct from publishers with no DSP in the middle. Same inventory, lower CPMs, and linear sitting alongside CTV in the same platform. Daniel knows better than almost any agency buyer what that supply path removal is actually worth.

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Data is not real and for illustrative purposes only
Why we sent this
Daniel spent years at Kubient building the programmatic CTV infrastructure that most agencies buy through. He knows what every layer between buyer and publisher costs before a single impression runs. Park & Battery's clients include Kaiser Permanente, Avis, Thermo Fisher Scientific, and Roto-Rooter. When those brands run TV, every supply path fee comes out of working media. CTV is not fragmented the way digital display was. Ninety percent of streaming impressions run on a handful of publishers. The intermediary stack that made sense in display does not make sense here. Tatari buys direct, removes that cost, and puts it back into the campaigns Daniel is running for P&B's clients.
What Makes Tatari Different?
The supply path Daniel already knows how to remove. Direct CTV and linear for Park & Battery's clients.
Purpose-built for TV
Traditional DSPs were built for display and online video. They were never designed for how TV inventory actually works. Tatari was. Linear, streaming, and online video in one platform, with buying logic built around TV's unique clearance, pricing, and audience dynamics.
Measure real outcomes
Park & Battery's B2B and healthcare clients run brand campaigns where every impression needs to be justified. Tatari's closed-loop attribution ties every linear and CTV airing to downstream outcomes: site visits, content engagement, and conversion signals by spot and network. For Kaiser Permanente service line campaigns or Avis travel demand, that is the measurement rigor that turns TV from a brand line item into a performance channel.
Direct media execution
Tatari's publisher relationships are direct by architecture, not by preference. No SSP clearing, no exchange floor. Daniel knows from Kubient how many intermediaries typically sit between a programmatic buyer and a Hulu or Peacock impression. Tatari removes all of them. For Park & Battery's healthcare and financial services clients where brand safety is non-negotiable, that means guaranteed placement in verified environments without exchange adjacency risk.
Our Platform and Services
Linear Biddable buying motion
Real-time pricing and viewership
See live market rates and audience delivery before you commit. Buy at the price the market clears, not what a rep quotes.
Rate shaving
Tatari's platform automatically negotiates rates down in the scatter market. Clients pay less for the same inventory.
Predictive clearance
AI forecasts which spots will clear before the buy is submitted. No surprises on delivery.
Measurement Next-day reporting
Spot-level attribution, next day
Every linear spot reports the following morning: which network, which daypart, which creative, and exactly how many site visits or conversions it drove.
Publisher-level placement data
Full transparency on where every ad ran. No black-box delivery reports. Clients see the exact placements, not just aggregated impressions.
Media Buying

Tatari gives Park & Battery biddable access to the linear scatter market at real-time pricing, alongside direct CTV buys on Hulu, Peacock, and HBO. Rate shaving automatically negotiates placements down. Predictive clearance eliminates delivery surprises. For Kaiser Permanente running regional campaigns or Avis running national TV, the same platform handles linear and CTV without separate buying workflows or siloed reporting.

See our media buying tools for TV
Measurement

Tatari's attribution ties every linear and CTV airing to the same outcome layer: site visits, content engagement, and conversion signals the next morning. For Kaiser Permanente service line campaigns or Avis travel demand, that means a single report across the full TV buy. Daniel can bring that data to any P&B client review without waiting on a post-campaign wrap.

See our measurement features
Impressions
53.8M
↑ 115.9%
CAC
$35.39
↓ $2.93
Site Lift
+11.4%
↑ vs prior
ROAS
6.2x
↑ 0.8x MoM

Data is not real and for illustrative purposes only

Agency Spotlight
How DAC made TV measurable and grew client revenue.

DAC is a full-funnel digital media agency that came to Tatari to apply the same measurement discipline to TV that they already ran on digital. They unified linear and CTV in one platform, connected every airing to real downstream outcomes, and drove double-digit revenue growth across their client base. For an agency like Park & Battery where data rigor is core to the positioning, that parallel is direct.

"Tatari has modernized TV and made it measurable, which gives us the confidence to recommend TV to our clients."

Felicia DelVecchio, VP of Media, DAC


Read the full case study
0
Supply path intermediaries between Park & Battery and the publisher. Tatari buys Hulu, Peacock, and HBO direct.
2x
Double-digit revenue growth for DAC after unifying linear and CTV with the same data rigor applied to digital
90%
of CTV ad impressions run on a handful of publishers. Daniel already knows this. The DSP layer is the cost, not the access.
1
Platform for linear and CTV. Daniel brings one attribution report to every Kaiser Permanente and Avis review.
Client retention
Measurement that sticks
DAC unified linear and CTV on Tatari and applied the same measurement discipline to TV that they ran on digital. Double-digit revenue growth followed. Park & Battery can run the same infrastructure from day one.
New revenue
A full TV service line
When Kaiser Permanente asks why CTV CPMs are running above benchmark, Daniel now has a structural answer rooted in supply path architecture. And a direct alternative that removes the cost without changing the inventory.
Premium access
Inventory beyond programmatic
Secure Hulu, Peacock, and HBO inventory direct alongside linear for Kaiser Permanente, Avis, and Roto-Rooter. Premium program adjacencies that programmatic cannot guarantee, at CPMs that reflect direct publisher access rather than exchange clearing.
Next step for Daniel
See what Kaiser Permanente and Avis look like when CTV is bought direct, no supply path between P&B and the publisher.

Tatari will show Daniel a side-by-side CPM comparison for what Park & Battery's clients currently pay on CTV through a programmatic stack versus Tatari direct on Hulu, Peacock, and HBO. Daniel already knows what that difference looks like in theory from his time at Kubient. This makes it specific to P&B's actual accounts.

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