A Convergent TV Platform Built For Agencies

MMGY buys CTV through programmatic pipes. Here's what buying direct does to the CPM.

The same Hulu, Peacock, and HBO inventory MMGY buys today routes through an SSP before it clears. That markup lands somewhere between $25-30 CPM. Tatari holds direct publisher relationships with all three -- no SSP, no exchange floor. The same inventory at $10-13. For Visit California, Hyatt, and Six Flags with finite media budgets, that's not a technology conversation. It's a math conversation.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → A $500K CTV budget at $28 programmatic CPM buys roughly 17.8M impressions. The same budget at $11 direct buys 45.4M. The media plan doesn't change. The reach does. For DMO clients measuring in hotel bookings and trip planning sessions, more impressions from the same approved budget changes the conversation before the campaign even launches.
  • → 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.
  • → Visit California runs $15M+ in annual TV. Hyatt and Six Flags have direct booking funnels. Amtrak measures in ticket purchases. All four are running TV without attribution connecting airings to reservations. That's the gap Tatari closes for each of them.
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.
A Visit California spot at $11 direct CPM reaches 2.5x more households than the same spot bought programmatically at $28. A Hyatt campaign with $200K in CTV has $105K more in working media when bought direct. The CPM savings aren't incremental -- they're structural.
$10-13 CPM. Not $25-30.
Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For Visit California and Hyatt running national campaigns, that means guaranteed placement in travel, lifestyle, and news programming -- the environments where travel consideration actually happens. No exchange adjacency risk. Context that matches the creative.
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 every MMGY client that runs TV. Visit California, Brand USA, Hyatt, Six Flags, Amtrak -- one workflow instead of separate buying operations per client per channel. For a 600-person agency managing $400M in billings, that operational consistency matters.

See our media buying tools for TV
Measurement

Every airing reports the next morning: network, daypart, creative, and the outcome it drove. Hotel searches for Visit California. Booking sessions for Hyatt. Ticket searches for Six Flags. Brett's team walks into every client review with that data -- 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 MMGY, that math runs across every DMO and hospitality client buying CTV today.
New revenue
A full TV service line
When Brett runs the CPM comparison for a client -- here's what you're paying programmatically, here's what Tatari's direct rate is on the same inventory -- that conversation is won before the campaign starts.
Premium access
Inventory beyond programmatic
Visit California, Hyatt, and Six Flags under one MSA. The CPM savings compound across the full portfolio. That's the conversation worth having with MMGY leadership, not a one-off client pilot.
Next step for Brett
See the CPM comparison on a planned MMGY buy: programmatic rate versus Tatari direct on the same inventory.

Tatari will run the CPM comparison for a planned MMGY buy -- programmatic rate versus direct rate, same inventory, side by side.

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