Ad Tech Firm Tatari Marked Decade of Growth
As the platform hits its 10-year milestone, media buyers should evaluate how automated ad procurement impacts their own spending efficiency.
Updated on Oct. 1, 2026 in Advertising
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San Francisco-based Tatari has marked 10 years of operations, reporting that it has managed $9 billion in media spend across 400 brands and agencies. The firm, which has remained profitable since 2016, also announced its speaker lineup for the upcoming Forward 2026 forum.
Why it matters
Tatari’s growth highlights the shift toward using machine learning for media planning and direct publisher transactions. For operators, the firm's reliance on automated procurement suggests a maturing market where tech-driven efficiency is increasingly required to manage cross-platform media spend.
Tatari has managed $9 billion in media spend and doubled its revenue between 2023 and 2025. The platform now supports 400 brands and agencies using a staff of over 300 employees.
The players
Tatari
A San Francisco-based ad technology company providing an AI-powered platform for media measurement, planning, and buying.
The details
Tatari’s operations center on AI-driven measurement and planning for linear and streaming advertisements. Approximately 80 percent of media spend on the platform is transacted directly with publishers through its Upstream technology, bypassing traditional intermediaries. The firm leverages 18 patents to track massive datasets, including 1.4 trillion linear impressions and 54 billion streaming impressions.
Timeline
Tatari was founded in 2016.
Revenue doubled between 2023 and 2025.
The 10-year anniversary was announced on October 1, 2026.
The Forward 2026 forum will be held in New York on October 29, 2026.
Market Landscape
Tatari's recognition as Ad Tech Innovation of the Year at the 2026 Convergent TV Awards underscores the industry's shift toward automated streaming and linear integration. This transition follows a broader trend where media buyers prioritize direct, data-backed publisher transactions over traditional ad-buying manual workflows.
Operators should evaluate if their current media buying processes benefit from the direct-to-publisher automation tools now standard in the market. Reviewing your agency's transparency regarding how impressions are tracked can help identify potential savings.
The takeaway
Tatari's growth proves that AI-enabled direct purchasing is a viable model for maintaining profitability in the advertising space. Compare your current media efficiency against the platform benchmarks if you are currently handling significant linear or streaming ad volume.
What happens next
The Forward 2026 forum is scheduled to take place in New York City on October 29, 2026.
Further reading
For more on industry shifts, visit the Advertising section.
More information
For more details on the company's platform, visit the Tatari official company information portal.
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