Tatari Launches Tatari Max, delivering an average 19% instant improvement to CTV campaigns

Tatari Max places every impression where it is most likely to perform, powered by the most comprehensive performance dataset in television

Tatari, the leading platform for buying and measuring ads across Convergent TV, announced Tatari Max.

Tatari Max is an AI-driven optimization engine that operates at the ad-server level, helping brands and publishers decide which TV impressions to serve to ensure campaigns deliver the best outcomes. Today, advertisers already run goal-based automations within walled gardens such as Google’s Performance Max and Meta’s Advantage+ for digital ad campaigns. Tatari Max brings that model to the open web for premium, direct-sold TV inventory. This is an industry first, and deeply differentiated from standard DSP or programmatic optimizations.

Tatari Max is built on Upstream and the Tatari Foundational TV data set. Upstream is Tatari’s automation for direct media execution, announced in early February and launched with the leading publishers: NBCUniversal, Skydance Advertising (formerly Paramount Advertising and Warner Bros. Discovery Advertising), Disney, and Tubi. Unlike programmatic CTV, it allows brands to access premium inventory with zero risk of fraud, total brand safety, and without any fees from programmatic intermediaries. Tatari Max is the intelligence layer on top of it, derived from running AI on Tatari’s Foundational TV Data set: 300 terabytes of response data, 180 million conversion events processed daily, more than $9 billion in managed spend, 1.4 trillion linear impressions, and over 23,000 creatives scored on how they performed, not just where they ran. All of it aggregated and anonymized. Through the deployment of AI across the bidstream and the calculation of a proprietary affinity score (based on a suite of performance factors), Tatari Max decides which impressions are routed to each brand in real-time.

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What Tatari Max means for advertisers

• Better results from the same campaigns. In testing, campaigns running Tatari Max delivered a 19% median improvement in incremental CPAs across dozens of campaigns. The engine learns from every outcome Tatari measures, so performance gains accelerate over time.
• More reach, not less, from smarter impression allocation. Traditional platforms rely on exclusion: hard cutoffs that shrink the audience. Affinity scoring, based on a suite of weighted factors, removes the hard edges from traditional targeting. It allows Tatari Max to identify responsive households that conventional targeting would never surface.
• Out of the box. Campaigns run on the same premium direct publisher inventory advertisers already buy, planned and measured the same way. Tatari Max works underneath, impression by impression.
• Proof advertisers can pressure-test. The platform continuously A-B tests campaigns with vs. without the new Tatari Max technology. Unlike walled gardens, Tatari Max brings full transparency into where impressions ran and full visibility into incremental performance. No black box, and no asking anyone to take the engine’s word for it.

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Early adopters are already seeing the results. Rylo, the AI communication platform for the Deaf and hard-of-hearing community, saw a 36% increase in conversions from Tatari Max TV campaigns. Rhoback, the performance activewear brand, saw 32% more purchases.

“Tatari Max is the result of calculated moves we have been making for years: building the measurement to know what TV actually drives, rebuilding our data infrastructure to learn from every outcome, and integrating directly into the publishers’ ad servers,” said Philip Inghelbrecht, CEO and Co-founder of Tatari. “A lot of what the industry calls AI right now is basic rules-based automation; Tatari Max is true AI intelligence: it learns from measured outcomes and gets smarter with every campaign. Tatari Max is a novel and breakthrough approach to standard DSP optimizations. Unlike programmatic, it doesn’t suffer from expensive price auctions and, above all, we are deploying this across the full TV spectrum (linear included), not the small 15% sliver of programmatically executed campaigns. This is how I envisioned TV advertising to be almost a decade ago”.