Andy Schonfeld, CRO of Tatari, joins Ari Paparo from Cannes Lions to discuss Tatari’s bold message to the DSP ecosystem, why programmatic TV only captures a fraction of the market, the evolution of convergent TV buying, and how direct access to premium inventory is reshaping the future of television advertising. They also explore Tatari’s Upstream platform, the role of data and AI in media planning, recent industry shakeups involving Publicis, The Trade Desk, Fox, and Roku, and why transparency and supply paths are becoming table stakes in CTV.TakeawaysTatari’s Cannes campaign highlights the limitations of relying exclusively on programmatic TV buying.Major tentpole events like the Super Bowl, Olympics, and World Cup are still primarily bought through direct relationships.Convergent TV requires access to both linear and streaming inventory to maximize reach and outcomes.Data remains a key differentiator, but inventory access is equally important in a supply-constrained TV market.Tatari leverages more than a decade of performance data to optimize campaigns based on outcomes.Tatari’s Upstream platform enables direct publisher integrations, reducing intermediaries and improving transparency across CTV buying.Increased scrutiny around fees and transparency is prompting agencies and brands to reevaluate their supply chains.The Fox-Roku partnership signals a shift toward deeper integration between content owners and distribution platforms.AI is accelerating media planning and workflow automation, but its effectiveness depends on the quality of underlying data.ChaptersGuests: Ari Paparo, Andy SchonfeldLearn more about your ad choices. Visit megaphone.fm/adchoices