A Convergent TV Platform Built For Agencies

Unfold places media for Disney, ABC, and 2K Games -- entertainment clients whose audiences are on Hulu, Peacock, and HBO. If that CTV runs programmatic, it's landing $25-30. Tatari buys direct at $10-13.

Unfold places media for Walt Disney, ABC, 2K Games, and Sun-Maid -- entertainment, gaming, and CPG brands running digital and streaming campaigns. Grey's Anatomy season 20 tune-in campaigns, WWE 2K24 game launch ads, Disney+ promotional content -- those audiences are on Hulu, Peacock, and HBO. CTV through a programmatic DSP runs $25-30 for that inventory. Tatari buys it direct at $10-13. Same premium streaming placement, more reach from the same entertainment campaign budget.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this

→ A WWE 2K24 launch CTV buy targeting 18-34 male gamers on Hulu costs $25-30 programmatic. The same Hulu inventory targeting the same audience at Tatari direct rates costs $10-13. For 2K Games with a finite launch window, more streaming reach from the same approved media budget is the difference between a game launch that trends and one that doesn't.
→ 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.
→ Unfold's DTC, retail, and franchise clients all 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.

A 2K Games CTV spot drives game page visits and purchase sessions the night of a campaign launch. An ABC Grey's Anatomy tune-in ad drives streaming sign-ups and show page visits by morning. A Sun-Maid Hulu spot drives retailer site clicks and product page sessions. Tatari reports by network, daypart, and creative -- Rita's team walks into client reviews with streaming performance data.

$10-13 CPM. Not $25-30.

Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For Unfold's brand-safety-conscious clients, direct publisher relationships mean guaranteed placement in verified environments. No exchange adjacency risk. The inventory Unfold 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 Unfold'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 CTV airing reports next morning: network, daypart, creative, and the downstream outcome -- game page visits for 2K, streaming sign-ups for ABC, product sessions for Sun-Maid. Rita's team walks into client reviews with streaming performance data alongside paid social.

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 Unfold, that math runs across every client buying CTV through programmatic today.

New revenue

A full TV service line

Unfold won Sun-Maid and Plum Organics as social AOR. When Rita can show those CPG brands a CTV plan at $10-13 direct alongside the social buy -- same audience on the living room screen at a fraction of the programmatic cost -- that's the full-funnel story that deepens the AOR relationship.

Premium access

Inventory beyond programmatic

2K Games and Sun-Maid as the CTV pilots -- gaming and CPG with clear purchase funnels. Disney, ABC, and Plum Organics follow under a portfolio MSA at direct publisher rates.

Next step for Rita

See what a 2K Games launch campaign looks like at direct Hulu and Peacock rates versus programmatic -- and what the reach difference means for a finite launch window.

Tatari will run the CPM comparison for a 2K Games or Sun-Maid campaign -- programmatic rate versus direct publisher rate on the same Hulu and Peacock inventory, side by side.

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