A Convergent TV Platform Built For Agencies

StackAdapt buys CTV programmatically. Here's what direct buying does to the CPM.

StackAdapt buys CTV through a programmatic stack, which means every impression clears an SSP and an exchange before it reaches a publisher. That markup typically pushes CTV CPMs to $25 to $30. Tatari buys the same inventory direct from Hulu, Peacock, and HBO at $10 to $13. Same audience, same publishers, lower cost per impression, with attribution included rather than bolted on.

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Data is not real and for illustrative purposes only
Why we sent this
  • → A programmatic stack like StackAdapt routes every CTV impression through an SSP and exchange before it clears. Each layer takes a cut. For Darigold and Boulevard, that markup is the difference between $28 and $11 for the same Hulu impression.
  • → Tatari holds direct relationships with Hulu, Peacock, and HBO. No SSP, no exchange, no programmatic auction. The CPM reflects the actual cost of the impression, not the cost of the supply chain routing it there.
  • → For Westlake Ace opening new stores quarterly, that CPM gap compounds fast at scale. The same media budget reaches 2 to 3 times more households when it isn't paying for programmatic intermediaries first.
What Makes Tatari Different?
Direct CTV buying at $10-13 CPMs versus StackAdapt's programmatic $25-30. Same Hulu, Peacock, and HBO inventory.
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
At $28 CPM through a programmatic stack, a $100K CTV budget buys roughly 3.6M impressions. At Tatari's $11 direct CPM on the same inventory, that budget buys over 9M impressions. The media spend doesn't change. The number of people who actually see the ad does.
Direct media execution
Every dollar that doesn't go to an SSP fee or exchange markup goes to media. Tatari's direct publisher relationships mean Darigold and Boulevard get guaranteed placement at the lower rate, not a programmatic auction price that fluctuates with demand. The CPM Trozzolo sees on the invoice is closer to what the publisher actually charges.
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

Tatari gives Trozzolo direct CTV buying on Hulu, Peacock, and HBO at $10-13 CPMs, compared to the $25-30 a programmatic stack like StackAdapt typically delivers for the same inventory. For Darigold's new media plan, that CPM difference means the budget reaches a materially larger audience from the first flight. For Boulevard and Westlake Ace, it means the existing media budget does more without asking for more.

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Measurement

Because Tatari buys direct, every airing reports back the next morning at the actual CPM paid, not an aggregated programmatic average. Darigold and Boulevard see exactly what each impression cost and what it drove -- site visits, retail velocity, store traffic. That transparency doesn't exist in a programmatic auction where the clearing price is opaque.

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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 moved their CTV buying off a programmatic DSP and onto Tatari's direct platform. CPMs dropped from the $25-30 range to direct publisher rates, and the same budget delivered significantly more reach. For Trozzolo, the math works the same way on Darigold's first media plan or Boulevard's next Super Bowl buy.

"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
$25-30
Typical programmatic CTV CPM through a stack like StackAdapt for Hulu, Peacock, and HBO inventory.
$10-13
Tatari's direct CPM on the same inventory. No SSP, no exchange, no programmatic markup.
2.5x
More impressions delivered on the same budget when CPM drops from $28 to $11. Reach, not spend, is what scales.
0
SSPs or exchanges between Trozzolo and the publisher. Tatari holds the relationship with Hulu, Peacock, and HBO directly.
Client retention
Measurement that sticks
DAC cut their CTV CPMs by moving off a programmatic DSP onto Tatari's direct buying platform. The same impressions, the same publishers, a fraction of the cost. Trozzolo can run that comparison on Darigold's first media plan before committing budget anywhere.
New revenue
A full TV service line
When Darigold asks why CTV is being quoted at $28 CPM, Shelley now has a direct comparison: the same Hulu inventory at $11 through Tatari. That's not a measurement upgrade. It's a cost question with a concrete answer.
Premium access
Inventory beyond programmatic
Run a side-by-side CPM comparison for Darigold's CTV plan: StackAdapt's programmatic rate against Tatari's direct rate on the same Hulu, Peacock, and HBO inventory. The numbers make the case before any creative or attribution conversation starts.
Next step for Shelley
See the CPM difference for yourself: StackAdapt's programmatic rate versus Tatari's direct rate on Darigold's planned CTV buy.

Tatari will run the actual CPM comparison for Darigold's planned CTV spend: what StackAdapt would quote programmatically versus what Tatari delivers buying direct from the same publishers.

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