Tatari Unveils Fully AI-Powered Media Buying Across Linear and Streaming TV
17 Julio 2024 - 8:52AM
Tatari, a leading platform for buying and measuring advertising
across convergent TV (linear, streaming and online video)
introduced its AI-Enabled Planning Engine. This groundbreaking tool
enables advertisers to create media plans for TV campaigns faster
and more accurately-- with full transparency and control.
Traditionally, crafting an effective TV media plan was a
laborious process, requiring deep understanding and industry
expertise. Linear TV historically required a (real) person to
cross-reference data, conduct rate negotiations with publishers,
and painstakingly schedule campaigns. For streaming or CTV, media
plans have traditionally relied on inventory accessed via DSPs and
exchanges, and mostly focused on audience targeting while
leveraging bid optimizations.
Tatari's latest innovation eliminates these cumbersome processes
and revolutionizes TV media planning and buying. The AI-powered
Planning Engine creates plans with built-in media buying expertise
across both linear and streaming TV. Using predictive analytics,
the tool also models predictions for outcomes (website visits,
purchases, etc)), impressions, auction clearances, and other
pertinent parameters in campaign building. Planning Engine is based
on seven years of historical performance data from campaigns across
hundreds of brands and billions of dollars in media spend. Buyers
continue to benefit from Tatari’s direct (to publisher) media
execution alongside programmatic, ensuring they obtain the best
possible media CPMs.
“An AI-powered Planning Engine has been in the works for almost
three years, starting with rewriting our entire data infrastructure
on Databricks & AWS,” said Philip Inghelbrecht, CEO of Tatari.
“Our vision was clear: enable anyone, even the novice television
advertiser, to build campaigns lightning fast, accurately, and
leverage data from plans created by real media buyers. The
introduction of Tatari’s AI-powered Planning Engine marks a
significant stride towards realizing that future vision.”
Brands that had beta-tested Planning Engine on the Tatari
self-serve platform reported significant improvements. "Before the
Planning Engine, I used to spend hours a week looking up networks
trying to decide where to test next,” said Mike Cantafio,
Director of Ecommerce at BREEO. “Tatari's Planning
Engine took a lot of work off my plate and is largely responsible
for a 47.28% decrease in Cost per Acquisition, and
a 68% increase in our Return on Ad Spend."
How it WorksTo utilize Tatari’s Planning
Engine, users select parameters such as budget, campaign objective,
KPIs, spot length, bidding strategy, frequency caps, and other
criteria. Once engaged, the Planning Engine curates an actionable
media plan, suggesting booking units, rates, and frequencies, down
to specific networks and publishers. This innovation streamlines
the planning process, and with Tatari’s data science and
performance measurement, ensures that campaigns meet the stated
objectives. Key benefits include:
- Speed. A plan
involving hundreds of line items is generated in seconds.
- Accuracy. Building a plan manually across
thousands of media entities is prone to mistakes; computer-based
decisioning is not.
- Comprehensiveness. AI is decisioning across
thousands of media entities and dozens of variables (i.e. more than
even the most experienced media buyers can retain and process) and
without human bias.
- Accessibility: For
those new to TV advertising, the tool will build a media plan in
just a few clicks - significantly reducing the learning curve
typically required to launch a successful TV campaign.
About TatariTatari is building the
infrastructure to modernize TV advertising for Brands, Agencies,
and Publishers. Clients include Calm, PMG, and Univision.
Recognized by Business Insider as one of the Hottest Ad Tech
Companies, Tatari is headquartered in San Francisco with offices in
Los Angeles, and New York. For additional information, please visit
tatari.tv.
Media contact:Press@Tatari.tv