A Convergent TV Platform Built For Agencies

Carmichael Lynch buys linear for Subaru at scale. Here's what buying it direct gets you.

Carmichael Lynch buys linear and CTV for Subaru, Harley-Davidson, Sherwin-Williams, and a roster of major brands. Tatari buys the same inventory direct from publishers, no DSP in the middle. Biddable linear access at real-time scatter market rates, CTV bought direct from Hulu, Peacock, and HBO at lower CPMs than a programmatic stack delivers, and both channels in one platform.

Learn More Read the DAC story
Data is not real and for illustrative purposes only
Why we sent this
Carmichael Lynch runs an internal trade desk and buys linear for flagship accounts at serious scale. The gap is not access -- it is what happens between the buy and the publisher. Every programmatic CTV impression runs through a stack that taxes it before it clears. Every linear buy negotiated through traditional reps leaves rate efficiency on the table. Tatari buys CTV direct from Hulu, Peacock, and HBO with no supply path markup, and buys linear biddably in the scatter market with real-time pricing and automated rate shaving. For an account like Subaru running tens of millions in linear, the difference between negotiated rates and market-clearing rates compounds fast. CL's internal trade desk does not change that. Tatari does.
What Makes Tatari Different?
Direct buying for Carmichael Lynch's accounts. Lower CPMs, less friction, more media reaching the screen.
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
Every dollar Tatari removes from the supply path goes back into working media. For Subaru, Harley-Davidson, and Sherwin-Williams, that means the same budgets deliver more impressions, more frequency against the right audiences, and more inventory in premium environments that brand-safe accounts require.
Direct media execution
Tatari holds direct relationships with every major publisher. No SSP, no exchange, no seat fee. For CL's linear accounts, that means biddable access to the scatter market at prices that clear in real time rather than what a network rep quotes. For CTV, it means Hulu, Peacock, and HBO at CPMs a programmatic stack cannot match because there is no DSP taking a cut before the impression runs.
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's biddable linear motion gives Carmichael Lynch real-time visibility into scatter market pricing before committing to a buy. Rate shaving automatically negotiates placements down. Predictive clearance eliminates delivery surprises on large linear orders. For CTV, direct publisher buys on Hulu, Peacock, and HBO replace the programmatic stack with publisher relationships that lock guaranteed placements at lower CPMs. Subaru, Harley-Davidson, and Sherwin-Williams all run in the same platform with the same buying logic.

See our media buying tools for TV
Measurement

Tatari's platform shows Lauren what every linear and CTV placement is delivering in real time. Scatter market rates update live so Carmichael Lynch sees exactly what inventory is available and what it costs before any buy is submitted. For upfront commitments on Subaru and Harley-Davidson, the same platform handles planning, execution, and delivery tracking in one place. No separate buying tool for linear, no separate DSP for CTV, no manual reconciliation between the two.

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 made TV measurable and grew client revenue.

DAC is a full-funnel digital media agency running TV campaigns for multiple brands simultaneously. They came to Tatari to measure linear and streaming with the same rigor they applied to digital, connecting every airing to real downstream outcomes. For an agency like Carmichael Lynch managing Subaru at scale, the parallel is direct.

"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
0
Supply path markup on CTV. Tatari buys Hulu, Peacock, and HBO direct with no DSP in the middle.
2x
More impressions delivered per dollar when the DSP layer is removed from CTV buying
1
Biddable buying motion for linear that clears at real-time scatter market rates, not negotiated rep quotes.
Live
Scatter market pricing visible before any buy is submitted. No surprises on rate or delivery.
Client retention
Measurement that sticks
DAC moved their linear and CTV buying to Tatari and drove double-digit revenue growth across their client base. The same direct publisher relationships and biddable buying infrastructure are available to Carmichael Lynch today.
New revenue
A full TV service line
When Subaru asks why CTV CPMs are running high, Lauren now has a structural fix: direct buying removes the supply path markup that was never visible in programmatic reporting.
Premium access
Inventory beyond programmatic
Secure upfront and scatter market linear inventory for Subaru and Harley-Davidson alongside direct CTV buys on Hulu, Peacock, and HBO. One platform, one buying workflow, no separate tools for each channel.
Next step for Lauren
See what Subaru's linear and CTV costs look like when every impression is bought direct.

Tatari will show side-by-side CPMs for what Carmichael Lynch currently pays on CTV through a programmatic stack versus Tatari direct on Hulu, Peacock, and HBO, plus what biddable linear buying looks like for Subaru in the scatter market.

Learn more → Book a demo