Marketecture: Get Smart. Fast. Cannes Special: Reaching for Outcomes: Tatari’s Philip Inghelbrecht on the Future of TV Advertising
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Jun 16, 2025 Join Philip Inghelbrecht, CEO and co-founder of Tatari, a pioneering tech company in TV advertising. He dives into how TV advertising is evolving with an emphasis on outcome-based measurement and the role of AI in enhancing creative processes. Philip discusses the democratization of TV advertising, allowing smaller brands to compete effectively. He critiques traditional programmatic models and advocates for direct publisher integrations to boost transparency. Excitingly, he previews an AI-generated commercial set to air during the NBA finals!
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Tatari's TV Advertising Journey
- Tatari has grown significantly, now serving hundreds of brands and agencies across TV and connected TV (CTV).
- They've placed ads in major events like the Super Bowl and built infrastructure around privacy and identity solutions.
Democratizing TV Advertising
- The democratization of TV advertising has lowered entry costs but still demands substantial budgets compared to digital channels.
- True small businesses rarely spend as little as a few hundred dollars, making TV advertising more accessible to mid-sized companies rather than very small ones.
Measurement Shifts by Brand Size
- Smaller brands focus on outcome measurement to directly link TV spend to results and justify scaling.
- Larger brands increasingly prioritize reach, frequency, and audience metrics as they scale beyond $5 million in TV spend annually.