A Convergent TV Platform Built For Agencies

NC Lottery is running linear and CTV on two separate platforms. Here's what that's costing them.

NC Lottery buys CTV through The Trade Desk and linear through a separate platform. That means two sets of CPMs, two reporting workflows, and no unified view of what the TV campaign is actually driving. Tatari consolidates both into one platform: direct CTV buying at lower CPMs than TTD, linear with next-day spot-level attribution, and a single dashboard that shows what every airing drove.

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Data is not real and for illustrative purposes only

Why we sent this

Cactus runs media for NC Education Lottery across linear and CTV. Right now those two channels live in separate platforms: CTV goes through The Trade Desk, linear through a different workflow. The result is two CPM structures, two reporting systems, and no single view of what the full TV campaign is driving. The Trade Desk is a powerful tool for display and digital video, but it was not built for TV. CTV bought through TTD carries a DSP markup that Tatari removes entirely by buying direct from publishers. DAC ran into the same fragmentation problem and used Tatari to consolidate linear and streaming into one platform with a single attribution layer. The outcome was double-digit revenue growth and a reporting workflow that Kevin could put in front of any client.

What Makes Tatari Different?

One platform for NC Lottery's linear and CTV. No more split reporting.

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

NC Lottery runs linear and CTV in separate platforms. Tatari's closed-loop attribution ties every airing across both channels to the same outcome layer: ticket purchases, site visits, and retailer locator clicks tied to the specific spot and network that aired. Kevin gets one report instead of two, and the data is cross-channel from day one.

Direct media execution

Tatari buys CTV direct from publishers, removing The Trade Desk from NC Lottery's streaming buy. That eliminates the DSP markup on every CTV impression and gives Cactus full publisher-level placement data — exactly which networks and dayparts ran — rather than aggregated delivery across a DSP seat.

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 replaces the two-platform workflow Cactus currently runs for NC Lottery. CTV buys go direct to publishers instead of through The Trade Desk, cutting the DSP markup. Linear sits in the same platform alongside CTV. AI-powered planning tools predict clearance and performance before the buy goes in, and both channels report into the same attribution dashboard so Kevin pulls one report instead of two.

See our media buying tools for TV

Measurement

Every NC Lottery linear spot reports the next morning: network, daypart, creative, and exactly how many site visits or ticket purchase events it drove. That is data Cactus does not have right now because linear and CTV report separately. Tatari's closed-loop measurement ties both channels to the same outcome layer, whether the action happened minutes after the spot or 30 days later. Kevin pulls one report, not two, and walks into every NC Lottery status call with placement-level data across the full TV buy.

See our measurement features

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 unified linear and streaming into one measurable TV platform.

DAC is a full-funnel digital media agency connecting global brands with local markets. They came to Tatari with the same problem Cactus has with NC Lottery: linear and streaming running in separate systems with no unified view of outcomes. Tatari consolidated both into one platform with a single attribution layer across every TV airing.

"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

Double-digit revenue growth after unifying linear and CTV into one platform

Attribution report replacing two separate platform reports for linear and CTV

DSP markup. Tatari buys CTV direct, so more of NC Lottery's budget reaches actual media

Next-day spot-level reporting on every NC Lottery linear airing from day one

Client retention

Measurement that sticks

DAC used Tatari's single unified report to show clients exactly what linear and streaming TV drove together. That cross-channel view replaced two separate platform reports and gave clients a clear picture of total TV performance.

New revenue

A full TV service line

NC Lottery already runs linear and CTV. Tatari connects both to the same attribution layer and removes the TTD markup on CTV, so Kevin can show the client a lower total CPM and a unified report on what every TV dollar drove.

Premium access

Inventory beyond programmatic

Secure linear and CTV inventory in one platform, with direct publisher access that removes The Trade Desk from the CTV buy and puts more of NC Lottery's media budget to work on actual impressions.