This company is rewiring the economics of TV advertising

This post is auto-generated from a public YouTube interview for personal study notes. It is not an endorsement. The transcript is machine-derived and may contain errors; refer to the original video for accuracy.

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For most brands, TV advertising has long operated as an opaque, high-stakes gamble—an expensive channel dominated by middlemen, limited measurement, and a reliance on blunt audience estimates.

That’s the system Philip Inghelbrecht set out to disrupt when he co-founded Tatari.

Tatari is attempting to rebuild the TV ad stack from the ground up—bringing automation, outcome-based measurement, and software-driven media buying to a medium that has historically lagged far behind digital.

In a recent interview, Philip explained how Tatari is turning TV into a performance channel that more closely resembles digital advertising, why the company has rejected the programmatic-heavy approach in favor of direct publisher integrations, and how falling cost barriers are opening the door for a new class of advertisers to enter the TV market.