A Convergent TV Platform Built For Agencies

Medium Giant is AOR for Tire Discounters. The linear and CTV buy is live. Attribution connecting those spots to leads isn't.

Tire Discounters runs TV and CTV across markets in the Midwest and Southeast. The creative is dialed in. What's missing is the attribution layer connecting those airings to website sessions, lead submissions, and appointment bookings the morning after each spot airs. Tatari adds that -- direct CTV at $10-13 CPM and next-morning attribution included.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Tire Discounters is a franchise with measurable local conversion funnels -- service appointments, lead form submissions, location page visits. A CTV spot that airs Thursday night should connect to Friday morning booking activity. Tatari closes that loop by market, by daypart, by creative.
  • → 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.
  • → Tire Discounters is the entry point. Medium Giant's broader client roster follows under one MSA. Linear and CTV buying in one platform -- direct rates, unified attribution, one report for every client that runs TV.
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.
Every CTV airing reports next-morning conversion data -- site visits, purchases, lead submissions -- by network, daypart, and creative. For Medium Giant's performance clients, that's the attribution layer that makes TV accountable the same way digital already is.
$10-13 CPM. Not $25-30.
Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For Medium Giant's clients, direct publisher relationships mean guaranteed placement in verified environments. No exchange adjacency risk. The inventory Medium Giant already plans, at publisher cost.
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. Evan's team gets one unified report across both channels -- not separate post-buy decks per vendor.

See our media buying tools for TV
Measurement

Every airing reports next morning: network, daypart, creative, and the downstream outcome -- site visits, purchases, lead submissions. Evan's team walks into every client review with TV attribution 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 Medium Giant, that math runs across every client buying CTV through programmatic today.
New revenue
A full TV service line
When Evan runs the CPM comparison for a client -- here's the programmatic rate, here's the direct rate on the same Hulu or Peacock inventory -- the conversation is won before the campaign starts. That's a competitive advantage in every pitch.
Premium access
Inventory beyond programmatic
One MSA covers the full Medium Giant client portfolio at direct publisher rates. The CPM savings compound across every client running CTV. That's the conversation worth having at the agency level.
Next step for Evan
See the direct vs programmatic CPM comparison on a current Medium Giant CTV buy.

Tatari will run the CPM comparison for an active Medium Giant client buy -- programmatic rate versus direct publisher rate, same Hulu or Peacock inventory, side by side.

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