A Convergent TV Platform Built For Agencies

Third Street runs OTT for XXI Martinis through a programmatic stack. The same Hulu and Peacock inventory costs $10-13 going direct versus $25-30 through programmatic.

Third Street Digital came out of WBNS-TV's digital team -- the broadcast DNA is already there. For XXI Martinis, you're running OTT through a programmatic stack at $25-30 CPM on Hulu and Peacock. Tatari buys those same publishers direct at $10-13. Same inventory, same streaming reach for XXI Martinis -- but the budget goes 2x further. For a national RTD brand in retail expansion mode, that reach difference matters.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this

→ XXI Martinis is in national retail expansion -- the stage where streaming reach matters most. If the OTT budget is $50K and programmatic CPMs are landing $25-30, that's roughly 1.7-2M impressions. At Tatari's direct rate of $10-13, the same $50K buys 4-5M impressions on Hulu and Peacock. For a brand trying to build awareness in new markets, that's the difference between a test and a real push.
→ Massey's Pizza is already running OTT and hitting 6x ROAS across multiple Columbus locations. If that buy is running programmatic, the local Columbus DMA targeting is adding cost to every CPM. Tatari buys local market inventory direct -- same Columbus DMA targeting, $10-13 instead of $25-30. More reach from the same campaign budget, more orders from the same spend.
→ XXI Martinis is the entry point -- national OTT buy, retail expansion underway. Massey's Pizza is already hitting 6x ROAS on OTT -- lower CPMs mean more impressions from the same budget. KEMBA Financial has a growing social audience and regional reach that cheaper CTV extends further. Third Street keeps the strategy lead. Tatari gets more of every client's media budget onto the screen.

What Makes Tatari Different?

Buy CTV direct. Skip the DSP. Measure to the order.

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.

Measure real outcomes

XXI Martinis runs $50K in OTT at $28 programmatic CPM -- roughly 1.8M impressions. The same $50K at Tatari's direct rate of $11 buys 4.5M impressions. For a national RTD brand building awareness in new markets, that's not a marginal improvement -- it's a completely different campaign.

Direct media execution

Tatari holds direct publisher relationships with Hulu, Peacock, and HBO. No programmatic layer, no DSP markup. The same premium OTT inventory Third Street already buys -- at publisher cost instead of programmatic 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

Third Street keeps XXI Martinis and Massey's strategy and client ownership. Tatari handles direct CTV buying as the streaming layer. No TV buyer hire -- Meredith's team brings the same campaign to clients at lower CPMs without changing the workflow.

See our media buying tools for TV

Measurement

Every streaming campaign delivers more reach from the same budget. XXI Martinis gets 2-3x more Hulu and Peacock impressions. Massey's gets more Columbus DMA households. KEMBA gets more Ohio market reach. The CPM difference compounds across every client that runs OTT through Third Street.

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

When DAC could prove what TV drove, clients expanded their TV budgets. The agencies that add TV measurement keep accounts and grow them. Third Street Digital adding TV capability is the move that keeps XXI Martinis and Massey's Pizza from looking elsewhere as they scale.

New revenue

A full TV service line

Hoka already runs CTV through a separate agency. When Third Street Digital can offer TV buying in-house, clients with growing TV budgets don't need to split their media across two agencies. Full-funnel AOR is a stronger position than earned media plus paid elsewhere.

Premium access

Inventory beyond programmatic

XXI Martinis is the entry point. Massey's Pizza and KEMBA follow. Third Street adds CTV attribution to the performance toolkit without building an internal TV practice -- not a one-off test, but a brads scale into TV -- without a separate negotiation per campaign.

Next step for Meredith

See what XXI Martinis' OTT budget buys at direct publisher rates versus what the programmatic stack is delivering today.

Tatari will run the CPM comparison for XXI Martinis -- programmatic rate versus direct publisher rate on the same Hulu and Peacock inventory, and what the impression difference means for a national retail expansion campaign.

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