A Convergent TV Platform Built For Agencies

Plot Twist has produced 10 Super Bowl spots. Which one drove more store visits than the others?

Plot Twist produces exceptional broadcast creative. What's missing is the layer that shows which spot actually moved the needle. Dave Kroencke's WARC certification says the agency already knows measurement matters. Tatari is the tool that closes the gap: spot-level attribution that tells you which H-E-B execution drove more site traffic on Sunday than the other two, and which Children's Health airing is filling appointment requests.

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Data is not real and for illustrative purposes only
Why we sent this
  • → Dave Kroencke holds a WARC Master in Advertising Effectiveness. Matt Butcher has an Effie. Plot Twist already cares about proving creative works -- the gap is the tool. Tatari is spot-level attribution, not campaign-level. Three creative executions rotating on air? Know which one to pull by Thursday morning.
  • → Most measurement tools report at the campaign or flight level. That tells you TV worked. It doesn't tell you which spot drove the lift -- or which one to brief differently next time. Tatari attributes at the individual spot level: network, daypart, creative execution, and the downstream action it drove.
  • → Favor has a direct app-download funnel. Children's Health has a patient acquisition funnel. These are the accounts where spot-level attribution changes what goes into the next creative brief -- not just how you report the last campaign.
What Makes Tatari Different?
The data that proves your creative works. Spot-level attribution for every H-E-B, Favor, and Children's Health airing.
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
When H-E-B has three executions rotating and one is outperforming on site traffic by 40%, the attribution data changes the next brief before the campaign even ends. That's not a media report -- it's a strategic input. Kroencke's WARC background means he knows the difference.
Direct media execution
Plot Twist produces broadcast creative. Tatari extends it to streaming without a separate vendor. Direct relationships with Hulu, Peacock, and HBO at lower CPMs than programmatic -- so the Favor spot Sarah plans for linear also runs on CTV with attribution on both, in the same dashboard.
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 streaming planned together in one platform. The broadcast spots Plot Twist produces run on traditional TV; Tatari extends the same creative to Hulu and Peacock and attributes both. For a 29-person agency, that's one workflow instead of two vendors and two separate reporting cadences.

See our media buying tools for TV
Measurement

Every airing reports the next morning. Not a post-campaign summary. Before the client asks what last night's H-E-B spot drove in site traffic, Sarah already has it. That's what it looks like when a creative agency can walk into a client review with the same data accountability as a performance shop.

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

Data is not real and for illustrative purposes only

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 can answer 'which spot worked?' don't just retain the account -- they get more briefs. That's the business case for attribution at a creative-first shop.
New revenue
A full TV service line
When Favor asks why one CTV execution drove twice the app downloads of the other, Plot Twist has a next-morning answer. That conversation is how a creative AOR becomes the agency that shapes strategy -- not just executes briefs.
Premium access
Inventory beyond programmatic
Effie entries require proof of business impact, not just creative quality. Spot-level attribution for Children's Health and Favor is exactly the kind of evidence that turns a strong campaign into an Effie-eligible case. Plot Twist already has the creative. Tatari adds the proof.
Next step for Sarah
See what Children's Health looks like with next-morning attribution on every 'incredible. together' airing.

Tatari will show what spot-level attribution looks like for Children's Health and Favor -- which executions are driving patient inquiries and app downloads, broken out by network and daypart the morning after they air.

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