About Tatari
Tatari is a convergent TV advertising platform that lets brands plan, buy, and measure campaigns across linear TV, streaming, and connected TV from a single interface. With 18 patented attribution methodologies and direct integrations with major networks like NBCU, Disney, and Netflix, Tatari is used by over 200 brands to bring data-driven precision to television advertising.
How Prescient AI measures Tatari
Prescient AI ingests spend, impression, and outcome data from your Tatari campaigns — spanning both linear and streaming placements — and feeds it into the Marketing Mix Model. Because TV operates on a different cadence than digital channels, the model uses weekly updates for offline media to properly capture TV's lag effects on site traffic, search behavior, and downstream conversions. This lets you see how linear and CTV investments perform at the tactic level alongside your digital channels, all within the same model.
Why measure Tatari with a Marketing Mix Model
TV advertising drives significant business impact, but much of that impact shows up in other channels — a viewer sees a spot on Hulu and searches your brand on Google an hour later, or visits your Amazon listing the next day. These halo effects are invisible to even the most advanced TV attribution platforms. A Marketing Mix Model captures TV's full contribution across your entire business by measuring all channels together, giving you the ability to forecast how changes in TV spend will ripple through search, social, and ecommerce. This forward-looking view helps you optimize the balance between linear and streaming, identify saturation points, and invest in TV with the same level of confidence you bring to digital.
