A Convergent TV Platform Built For Agencies

Haberman is media AOR for Altoids -- CTV, OLV, and social. Here's what buying that CTV direct does to the CPM.

Haberman launched Altoids' first campaign in ten years -- CTV, OLV, OOH, social, and podcast -- as media AOR. The Altoids buy is running through a programmatic stack today. CTV through The Trade Desk runs $25-30 for Hulu and Peacock. Tatari buys both direct at $10-13. Same inventory, lower CPMs, attribution on every airing included.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this

→ Altoids has a retailer site and product locator funnel -- site sessions, store locator lookups, and retailer click-throughs. A CTV spot that airs Monday drives those outcomes by Tuesday morning. Tatari connects each airing to those events by network and daypart, the attribution data that proves what the TV portion of the campaign is actually driving.
→ Most agencies buying CTV for travel clients route through a programmatic DSP -- The Trade Desk, DV360 -- which adds an SSP layer before the impression clears at Hulu or Peacock. That's the markup. Tatari holds direct relationships with those publishers and skips the SSP entirely. The CPM difference goes back into working media.
→ Haberman's CPG clients all have retailer site and e-commerce funnels. Tatari connects every linear and CTV airing to those outcomes -- site visits, product locator sessions, retailer click-throughs -- the morning after each spot airs.

What Makes Tatari Different?

$10-13 CPM direct versus $25-30 programmatic. Same inventory. More reach. Attribution included.

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.

More impressions. Same budget.

Every CTV airing reports next-morning conversion data -- site visits, purchases, lead submissions -- by network, daypart, and creative. For Haberman's CPG clients, that's the attribution layer that makes TV accountable the same way digital already is.

$10-13 CPM. Not $25-30.

Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For CPG clients running brand relaunch campaigns, direct publisher relationships mean guaranteed placement in premium, brand-safe environments. No exchange adjacency risk. The inventory Haberman already plans for Altoids and Dole Whip, at publisher cost.

Our Platform and Services

Linear Biddable buying motion

Biddable scatter market access at real-time pricing. Rates are automatically negotiated down before the buy clears. No rep back-and-forth, no delivery surprises.

Measurement Next-day reporting

Next-day spot-level reporting on every linear airing. Publisher-level placement data on every CTV impression. One dashboard, not two separate reports to reconcile.

Media Buying

Linear and CTV planned, bought, and attributed in one platform across Haberman's full CPG portfolio. One workflow -- not separate buying operations per channel. Direct CPMs, unified attribution, one report.

See our media buying tools for TV

Measurement

Every airing reports next morning: network, daypart, creative, and the downstream outcome -- site visits, retailer click-throughs, product locator sessions. Nicole's team walks into every Altoids and Dole Whip review with TV attribution data alongside the digital numbers -- not reach and frequency.

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

Agency Spotlight

How DAC made TV measurable and grew client revenue.

DAC came to Tatari with an established media practice but no TV-specific attribution. Adding Tatari connected every airing to real downstream outcomes and drove double-digit revenue growth.

"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

Client retention

Measurement that sticks

DAC cut their CTV CPMs moving off programmatic onto Tatari's direct platform. The same budgets delivered more reach. For Haberman's CPG clients, that math runs across every campaign running CTV through programmatic today.

New revenue

A full TV service line

When Nicole runs the CPM comparison for Altoids -- here's what programmatic charges for Hulu, here's what Tatari charges direct for the same inventory -- that math is the conversation that expands the TV budget on the next campaign.

Premium access

Inventory beyond programmatic

One MSA covers Haberman's full CPG media buying portfolio at direct publisher rates. The CPM savings compound across every client running CTV. That's the conversation worth having at the agency level.

Next step for Nicole

See the direct vs programmatiwhat Altoids looks like at direct publisher CPMs versus programmatic -- and what that means for impression volume on the relaunch budget.

Tatari will run the CPM comparison for the Altoids buy -- programmatic rate versus direct publisher rate on the same Hulu and Peacock inventory, side by side.

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