A Convergent TV Platform Built For Agencies

Planit is media AOR for LifeBridge Health and CareFirst BCBS. No attribution connecting those TV airings to enrollments and appointments.

Planit buys media for LifeBridge Health, CareFirst BCBS, and Johns Hopkins School of Nursing -- healthcare clients with hard conversion funnels. TV is in the buy. What's missing is attribution connecting those airings to enrollment page visits and appointment submissions the morning after each spot airs. Tatari adds that: direct CTV at lower CPMs plus attribution that works the same as digital.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this

→ LifeBridge Health and CareFirst both measure in enrollments and appointment requests. A TV spot that airs Monday should connect to enrollment page sessions by Tuesday morning. Tatari closes that loop at the spot level -- which network, which daypart, which creative drove the action.
→ 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.
→ Planit's clients have measurable conversion funnels. Tatari connects every linear and CTV airing to those outcomes -- site visits, purchases, lead submissions -- the morning after each spot airs.

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 Planit'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 Planit's clients, direct publisher relationships mean guaranteed placement in verified environments. No exchange adjacency risk. The inventory Planit 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 across Planit's full client portfolio. One workflow -- not separate buying operations per channel. Direct CPMs, unified attribution, one report.

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. Melanie'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 Planit, that math runs across every client buying CTV through programmatic today.

New revenue

A full TV service line

When Melanie 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 Planit 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 Melanie

See the direct vs programmatic CPM comparison on a current Planit CTV buy.

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

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