In this episode of The Advertising Forum sponsored by Tatari, host Sam Khoury (Chief Strategy Officer and Co-Founder, Marketecture Media) sits down with Andy Schonfeld, CRO at Tatari, to discuss the evolving infrastructure behind modern TV advertising.
Tatari has spent the past decade building technology that helps brands and agencies manage TV advertising across both streaming and linear environments, powering campaigns for mid-market and enterprise brands.
Andy explains why the industry is moving toward a convergent TV model, where linear and streaming are planned, bought, and measured together. While programmatic CTV plays an important role, it represents only a portion of the total TV inventory available to advertisers.
The conversation also covers Tatari’s Upstream platform, designed to automate direct TV deals and create a more transparent connection between premium publishers and performance-driven buyers, along with how AI is already being applied to media planning, buying, and creative review.
Topics include:
- Convergent TV and why it matters
- The limits of programmatic CTV
- Automating direct TV sales
- Practical uses of AI in media planning and creative review
