Tatari Marks 10 Years of TV Innovation and Announces Forward(TM) 2026 Speaker Lineup TMCnet News [October 01, 2026] | / | Tatari Marks 10 Years of TV Innovation and Announces Forward(TM) 2026 Speaker Lineup NEW YORK, Oct. 01, 2026 (GLOBE NEWSWIRE) - Tatari, the leading platform for advertising across convergent TV, today marked its 10-year anniversary and announced the speaker lineup for Forward(TM) 2026, its fifth annual forum on the future of TV and digital advertising, taking place October 29 at The Glasshouse in New York City. Tatari was founded in 2016 on a single premise: television should be as measurable, accessible, and performance-driven as digital. At the time, a brand often needed a seven-figure commitment to test TV advertising. Tatari built a way to test for a fraction of that, prove it, then scale. Today, more than 400 brands and agencies buy and measure TV through the platform. The company has grown from a few employees to over three hundred. Tatari doubled revenue between 2023 and 2025 without adding headcount, a result the company attributes to machine learning and AI embedded across measurement, planning, and operations. It has done so while remaining profitable every year since its founding, without raising a single round of venture capital, and has continued to fund acquisitions and make strategic investments. Nearly 80 percent of Tatari's media still transacts directly with publishers (via Upstream technology) with no DSP, SSP, or intermediary fee in between. Ten years of direct campaigns have produced a TV dataset no competitor can replicate or buy: more than $9 billion in managed media spend, 1.4 trillion linear impressions, 54 billion streaming impressions and 300 terabytes of response data, growing by roughly 150 million events a day. This Foundational TV data set trains Tatari's AI Planning Engine, which weighs more than 45,000 linear rotations and tens of thousands of streaming placements to build and optimize media plans in seconds, and which now executes a growing share of the campaigns Tatari runs. The company's measurement and planning work has yielded 18 patents, and Tatari was named Ad Tech Innovation of the Year at the 2026 Convergent TV Awards. "Ten years ago, we believed television could become every bit as measurable, accessible and performance-driven as digital. Today, that expectation has become the standard," said Philip Inghelbrecht, CEO and Co-Founder of Tatari. "We used machine learning in measurement from day one, so when AI advancements arrived, we were not scrambling to catch up or betting the company on it. We had a decade of real outcome data to work with. Our AI isn't a roadmap for the next chapter. It's already building and running a growing share of the campaigns on our platform today." Looking Forward to the Next Era of TV Forward(TM) is where Tatari's customers and its product roadmap meet. Each year, the company uses the forum to hear directly from the marketers it builds for and to introduce what it has built in response; this year's event will include new product announcements. It is also where Tatari makes its broader case: television doesn't perform in a silo. A TV campaign moves search volume, social engagement, and direct traffic. That's why the stage at Forward(TM) belongs to the whole ecosystem surrounding TV: the founders of the platforms where audiences spend their time, the analysts and creators who track the market and consumer trends, and the brand marketers deciding where the next dollar goes. Confirmed speakers include: * Scott Galloway, NYU Stern professor and serial entrepreneur * Steve Huffman, CEO and Co-Founder, Reddit * Cody Plofker, Operator, Advisor, former CEO of Jones Road Beauty * Oren Schauble, The Internet's Creative Director * Isabella Rusher, Director of Media, Liquid I.V. * Lucas Coyle, Director of Brand and Omnichannel Marketing, MANSCAPED * Rajiv Ragu, VP of Growth, Thorne * Sidrah Althaus, VP, Digital Marketing, Avocado Green Brands Sessions will cover how brands connect reach to revenue across the full funnel, how marketers capitalize on television's biggest cultural moments, and how AI is changing what it costs to plan, buy, and measure TV. Registration for Forward(TM) 2026 is now open. About Tatari Tatari is building the infrastructure to modernize TV advertising for brands, agencies and publishers. More than 400 clients, including Calm, Tecovas, and Chime, use Tatari to plan, buy, and measure campaigns across streaming and linear TV. Tatari has been recognized by Business Insider as one of the Hottest Ad Tech Companies, by AdExchanger for Most Innovative TV Ad Tech, by Digiday as Best CTV Ad Platform, and by MarTech Breakthrough as Best CTV AdTech Platform. Tatari is headquartered in San Francisco with offices in Los Angeles and New York. For more information, visit tatari.tv. Media contact: Kite Hill for Tatari [email protected] [ Back To TMCnet.com's Homepage] |

How saatva and Tatari turned CTV spend into measurable revenue with Invoca. April 9, 2026 Buying a mattress is rarely an impulse decision. Consumers spend days, sometimes weeks, reading reviews, comparing models, and visiting showrooms before they commit. And for many, the last step isn't clicking "add to cart." These consumers will often pick up the phone. That shouldn't come as a surprise. Research shows that callers convert 10-15x more often than web leads, and they tend to make higher-value purchases. For brands selling high-consideration products like luxury mattresses, home services, financial products, and healthcare, the contact center is one of the most important revenue channels. Despite this, many marketers struggle to connect the phone leads they drive to revenue. And when it comes to phone leads generated by connected television (CTV) advertising, the gap is even wider. CTV drives calls, but most brands can't prove it. TV has always been a powerful driver of consumer action. A well-placed ad can spark awareness, build trust, and nudge viewers toward a purchase. Marketers have gotten quite good at measuring how TV impacts website traffic and e-commerce revenue. But what about the customer who sees a TV spot, visits the brand's website to browse, and then calls to place their order? Without the right technology in place, that phone sale simply isn't captured in attribution models. As a result, brands systematically undercount the revenue their CTV campaigns generate, leading to misallocated budgets and missed optimization opportunities. This was the challenge Saatva, one of America's leading luxury mattress brands, was facing. How Invoca closed the loop for saatva. Saatva had already built a sophisticated measurement framework for TV advertising through its partnership with Tatari, a leading CTV and video analytics platform. It could track how channel investment drove website visits, e-commerce sales, and even retail foot traffic. However, one critical piece was still missing: purchases made over the phone. That's where Invoca came in. By integrating Invoca's AI-powered platform with Tatari's TV attribution platform, Saatva could finally trace the full customer journey from video impression to phone call conversion. Here's how it works: * A viewer sees a Saatva CTV ad * They visit saatva.com, where Tatari creates a session ID to track the visit * Invoca captures that same session identifier through an on-site tag * When the customer calls, Invoca ties the phone conversation (and the resulting purchase) back to the original TV-driven website visit The result is a complete attribution path from online impression to offline revenue: CTV impression | website visit | phone call | purchase. For the first time, Saatva could incorporate contact center revenue into the same measurement models it used for online conversions. This gave their marketing team a dramatically more accurate view of TV's true ROI. Beyond attribution: the power of Invoca's AI. Connecting calls to TV ads is just the beginning. Invoca's platform goes deeper, unlocking insights from every phone interaction that most brands never see. As Nathan Ziv, SVP of Product Management at Invoca, explained: "Phone conversations are a rich source of customer insight that many marketers overlook. By combining Invoca's conversation analytics with Tatari's TV attribution, brands can see not only which ads drive calls, but also gain insights like customer sentiment and frequently asked questions to add another layer of context to performance data." This means brands can analyze which CTV creatives generate the highest-intent calls, understand what questions consumers ask before buying, identify sentiment patterns that correlate with conversions, and feed those insights back into campaign optimization. All of this rich data comes from the conversations already happening in Saatva's contact centers. What Invoca's data revealed. Once Invoca was integrated into Saatva's measurement framework, the results were immediate and compelling. Several key patterns emerged: CTV clearly drove offline purchases. As CTV investment increased during the fall season, especially around Black Friday, attributed call conversions rose in parallel. The correlation between CTV exposure and phone call conversions was unmistakable. Previously uncounted revenue came to light. By bringing contact center purchases into the attribution model, Saatva captured revenue that had been invisible in its CTV performance analysis. Without Invoca, this revenue would have been omitted from measurement. Data quality held up. Validation checks confirmed that Invoca's tracking matched Saatva's internal call volume numbers, giving the team confidence that the measurement reflected real customer behavior. As Saatva's VP of Marketing, Alex Diesbach, put it: "For our business, the contact center is an important part of how customers buy. Working with Tatari and Invoca helped us quantify how TV impacts real conversations with customers that lead directly to sales." Why this matters for considered purchase industries. Saatva's story highlights a truth that applies far beyond the mattress industry. If your brand offers considered purchases where phone calls play a role (a common reality for industries like home services, insurance, automotive, healthcare, travel, and financial services), you're likely dealing with the same attribution blind spot. If you're investing in CTV advertising and have a contact center, there's a good chance you're undercounting your conversions. The calls are happening, and the sales are closing. However, without the right measurement in place, that value never shows up in your performance data. Invoca's AI-powered platform is purpose-built to solve this problem. It connects phone calls to the marketing touchpoints that drove them and unlocks the rich insights hidden in every conversation. Ready to close the attribution gap? If your CTV campaigns are driving phone calls and you're not measuring them, you're underreporting a significant portion of your ROI. Let's fix that. Schedule a demo today to learn how conversation analytics can complete your attribution picture.