Tatari Max: What to Check Before Buying Connected TV
In short: On 29 October 2026 Tatari launched Tatari Max, an AI engine that allocates premium direct-sold connected-TV impressions according to predicted conversion outcomes, using measured TV response data and tests with and without the optimisation. Tatari reports a 19% median improvement in incremental CPA across its tests, which is vendor-reported, not an independent benchmark. Performance teams should compare incremental conversions and cost per acquired customer, and check publisher access and India inventory first.
- Tatari Max allocates connected-TV impressions by predicted conversion outcomes.
- Tatari reports a 19% median improvement in incremental CPA. It is vendor-reported.
- Judge CTV on incremental conversions and cost per acquired customer, not reach.
- Check publisher access and India inventory before planning.
What launched
Tatari officially launched Tatari Max on 29 October 2026. It is an AI engine that decides how to spread premium, direct-sold connected-TV impressions according to predicted conversion outcomes. It uses measured TV response data and tests campaigns with and without its optimisation. Tatari says the median improvement in incremental CPA across its tests was 19%. That is a vendor figure, not an independent benchmark.
Why performance teams care
Connected TV is moving towards performance-style buying: set a goal, measure the response, and optimise. The useful question is not how many people saw the ad, but how many extra customers it created and at what cost.
How to evaluate any CTV test
- Start with a hypothesis and a clear conversion definition.
- Hold out a comparison: matched regions or time periods without the ads.
- Compare incremental conversions and cost per acquired customer, not impressions.
- Check data fit. Can you share conversion data and see it reported?
- Check inventory. Confirm publisher access in India before planning a budget.
Related: JioHotstar shoppable video ads for what is available closer to home.
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Sources
- Introducing Tatari Max · Tatari
Facts in this article come from the sources above, checked on 1 November 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.