Marketecture Podcast Summary: Cannes Special – "Reaching for Outcomes: Tatari’s Philip Inghelbrecht on the Future of TV Advertising"

Release Date: June 16, 2025

Hosts: Ari Paparo and Eric Franchi
Guest: Philip Engelbrecht, CEO and Co-founder of Tatari
Location: Cannes

Introduction and Tatari’s Growth

Ari Paparo kicks off the episode from Cannes, introducing Philip Engelbrecht, CEO and co-founder of Tatari.

Philip Engelbrecht shares an overview of Tatari’s impressive growth since his last appearance on the podcast, stating, “We’re probably 5, 10x bigger in every respect. Customers, revenue, market” (00:41).

Tatari’s Elevator Pitch and Services

When asked to succinctly describe Tatari, Philip elaborates:

“Tatari is technology for TV advertising. Hundreds of brands and agencies use our product to plan, buy, and measure their TV campaigns—from start to finish.”
(01:22)

He emphasizes that Tatari's services encompass not just Connected TV (CTV) but also traditional linear TV, satellite TV, online video, and true conversion TV. Notable clients include Chime, with Tatari securing spots in high-profile events like the Super Bowl.

Client Engagement: Agencies vs. Direct Brands

Ari inquires about Tatari’s client acquisition strategy. Philip explains that both agencies and direct brands engage with Tatari, often depending on their familiarity with TV advertising. He notes:

“Brands first come to us when they’re new to TV advertising. They’ve done a lot of digital advertising but can’t scale anymore.”
(02:21)

For agencies, Tatari provides measurement technology and data integration, drawing parallels to platforms like The Trade Desk but focusing exclusively on TV.

Democratization of TV Advertising

Discussing the shift towards performance-driven TV advertising, Philip reflects on the evolution over the past eight years:

“The buy-in has come down a lot. I’m not so sure if it’s [truly accessible] to hundreds of thousands of small brands like on AdWords or Facebook.”
(04:43)

He categorizes Tatari’s clients as “growth clients” typically spending between half a million to a million dollars annually on advertising, distinguishing them from truly small businesses like local pizza shops.

Measurement: Audience vs. Outcome-Based

Ari steers the conversation towards measurement methodologies, referencing a recent discussion with VideoAmp’s CMO. Philip contrasts traditional audience measurement with Tatari’s outcome-based approach:

“Nielsen and VideoAmp are more audience measurement companies. We focus on outcome measurement—the extent to which a response was generated.”
(06:12)

He highlights Tatari's use of set-top box data and Automatic Content Recognition (ACR) data to enhance measurement accuracy, catering to brands that prioritize down-funnel metrics such as sales or Return on Ad Spend (ROAS).

Critique of Demand-Side Platforms (DSPs) in CTV

Ari references an article where Philip expressed skepticism about the future of DSPs in the Connected TV landscape. Philip elaborates:

“The whole programmatic value chain makes sense when the supply is highly distributed, as in digital. In CTV, there are about 10 large publishers controlling 90-95% of impressions.”
(08:00)

He argues that direct integrations with major publishers are more effective than leveraging DSP technology, which often introduces issues like fraud and brand safety risks.

The Role of AI in Tatari’s Operations

As AI dominates discussions at Cannes, Ari asks Philip about Tatari’s AI initiatives. Philip outlines three primary applications:

1. Process and Workflow Automation: Automating creative approvals and ensuring correct formats (11:05).
2. Media Planning Engine: Utilizing eight years of TV data to generate optimized media plans more efficiently than humans.
3. Media Execution: Leveraging AI to allocate impressions to the most relevant brands through direct publisher integrations.

He shares an exciting example of a client, Kashi, deploying a fully AI-generated creative that will air during the NBA Finals:

“They used AI from top to bottom. It was done in a matter of hours. That’s the creative we’re going to see in the NBA final.”
(13:47)

Tatari’s Cannes Strategy and Future Plans

Wrapping up, Philip discusses Tatari’s increasing presence at Cannes:

“We’re bringing more CMOs to Cannes. We have six people on the ground and more than 100 meetings lined up.”
(14:04)

He highlights the strategic importance of engaging with large brands and agencies, marking this as a significant milestone for Tatari’s growth trajectory.

Key Takeaways

• Tatari’s Expansion: Significant growth in clients, revenue, and market presence since inception.
• Comprehensive TV Advertising Solutions: Covering traditional and connected TV, with a focus on outcome-based measurement.
• Performance-Driven Approach: Emphasizing down-funnel metrics over traditional audience reach.
• Skepticism of DSPs in CTV: Advocating for direct publisher integrations to mitigate risks associated with programmatic buying.
• Innovative Use of AI: Automating workflows, enhancing media planning, and optimizing media execution with AI technologies.
• Strategic Cannes Presence: Actively engaging with large brands and agencies to further establish Tatari’s market position.

Notable Quotes:

• Philip Engelbrecht:
  “Tatari is technology for TV advertising…from start to finish.” (01:22)
  “We focus on outcome measurement—the extent to which a response was generated.” (06:12)
  “The whole programmatic value chain makes sense when the supply is highly distributed, as in digital. In CTV, there are about 10 large publishers controlling 90-95% of impressions.” (08:00)
  “They used AI from top to bottom. It was done in a matter of hours. That’s the creative we’re going to see in the NBA final.” (13:47)

Conclusion

This episode of Marketecture provides an in-depth look into Tatari’s innovative approach to TV advertising, emphasizing outcome measurement, strategic AI integration, and a critical stance on traditional DSPs in the CTV space. Philip Engelbrecht’s insights shed light on the evolving landscape of TV advertising and Tatari’s pivotal role in shaping its future.

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