A Convergent TV Platform Built For Agencies

Culver's is already on linear at scale. Here's what direct CTV gets them alongside it.

Culver's "Midwest Magic" and "Let Us Celebrate With You" are running as 30-second spots on linear. That is a serious linear investment. The question is whether the CTV running alongside it is being bought at the same efficiency. Tatari buys CTV direct from publishers. No DSP. Same Hulu and Peacock inventory at lower CPMs, with attribution that connects every airing back to the store visit or site conversion it drove.

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Data is not real and for illustrative purposes only

Why we sent this

Culver's has been on linear for years. The creative is polished, the placements are intentional, and the brand has real national scale. What most agencies discover at that stage is that the CTV running alongside it is quietly being taxed by the DSP stack before a single impression reaches a publisher. Ninety percent of CTV ad impressions run on Hulu, Peacock, and a handful of others. There is no aggregation problem to solve. A DSP is a cost center, not an access layer. DAC recognized the same thing, moved their CTV buying to Tatari, and turned the CPM savings into measurable revenue growth for clients. For Hiebing, that efficiency gain starts with Culver's and extends across every CTV account on the roster.

What Makes Tatari Different?

Culver's is already buying linear the right way. Here's how to do the same on CTV.

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

A Culver's spot that airs at 7pm on a Tuesday should be traceable to the location visits and site sessions it drove before midnight. Tatari's closed-loop attribution does exactly that: every airing mapped to real downstream behavior, by network, daypart, and creative. When the creative team asks which spot is working, Samantha has a specific answer.

Direct media execution

Every Tatari publisher relationship is direct. For Culver's, that means guaranteed placement in specific environments: the show, the network, the daypart. Not a programmatic target that clears wherever the algorithm decides. For a brand that has spent years building its identity on linear, that level of control matters on streaming too.

Our Platform and Services

Linear Biddable buying motion

Real-time pricing and viewership

See live market rates and audience delivery before you commit. Buy at the price the market clears, not what a rep quotes.

Rate shaving

Tatari's platform automatically negotiates rates down in the scatter market. Clients pay less for the same inventory.

Predictive clearance

AI forecasts which spots will clear before the buy is submitted. No surprises on delivery.

Measurement Next-day reporting

Spot-level attribution, next day

Every linear spot reports the following morning: which network, which daypart, which creative, and exactly how many site visits or conversions it drove.

Publisher-level placement data

Full transparency on where every ad ran. No black-box delivery reports. Clients see the exact placements, not just aggregated impressions.

Media Buying

Tatari gives Hiebing access to both the upfront and scatter markets for linear, plus direct streaming buys on Hulu, Peacock, and HBO. For Culver's, that means locking premium inventory at upfront rates when the brand is ready to commit, and staying nimble in the scatter market when plans shift. Travel Wisconsin gets the same flexibility for seasonal buys, without the weeks-long lead time that traditional linear still requires.

See our media buying tools for TV

Measurement

Travel Wisconsin runs a narrow seasonal window. A spring TV push either drives summer trip planning or it doesn't, and the signal arrives in site traffic within days of airing. Tatari's next-day spot-level reporting tells Samantha which placement drove the Tuesday spike in time to act on Wednesday. For Culver's, the same data maps coupon pulls and location visits back to the specific creative that aired. One dashboard, both clients, no reconciling separate channel reports before a status call.

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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 is a full-funnel digital media agency connecting global brands with local markets. They partnered with Tatari to buy and measure linear and streaming TV with the same rigor as digital, proving TV could drive real business outcomes at scale across their client base.

"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

90%

of CTV ad impressions run on a handful of publishers. A DSP is a cost, not a requirement.

Double-digit revenue growth for DAC after unifying linear and CTV buying and measurement

DSP layers between Hiebing and the publisher. Tatari holds direct relationships with Hulu, Peacock, and HBO.

Report the next morning across every linear and CTV airing. Culver's, Travel Wisconsin, and every other account.

Client retention

Measurement that sticks

DAC used Tatari's next-day attribution data to prove TV's lift on search and site traffic, re-opening upper-funnel budget conversations with clients who had paused spend.

New revenue

A full TV service line

When Culver's asks why CTV CPMs are higher than linear, Samantha now has a structural answer and a better option. Tatari direct buying reframes that conversation from cost justification to efficiency gain.

Premium access

Inventory beyond programmatic

Secure Hulu, Peacock, and HBO inventory direct, at placements a programmatic seat cannot guarantee. For Culver's, that means the premium cable environments the brand already occupies on linear, now available on streaming.

Next step for Samantha

See what Culver's CTV looks like bought direct, next to the linear it's already running.

Tatari will pull a side-by-side CPM comparison for Culver's current CTV versus Tatari direct on Hulu, Peacock, and HBO, and show what next-day attribution looks like when linear and streaming report into the same dashboard.

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