A Convergent TV Platform Built For Agencies

Tierra's DTC brands have maxed out paid social. TV is where the next wave of customer acquisition comes from.

Tierra runs performance marketing for DTC e-commerce brands -- the same profile as Tatari's best case studies. Fabletics cut CAC by more than half on Tatari mid-flight. MANSCAPED turned TV into a full-funnel acquisition driver. Truebill brought TV buying in-house because they could move as fast as their digital campaigns. All three are digital-first DTC brands that unlocked TV as a scalable channel. Direct CTV at $10-13 CPM, same performance measurement framework as paid social, no TV team required.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Digital-first DTC brands hit a ceiling on Meta and paid search -- the audiences are tapped, the CPMs are up, the incremental customer gets more expensive every quarter. TV is the channel that reaches the audience paid social doesn't. Tatari's DTC brands add CTV when digital is working, so TV is additive -- not a scramble.
  • → CTV through a programmatic DSP runs $25-30 on Hulu and Peacock. Tatari buys direct at $10-13. No supply chain markup. For a DTC brand running $50K in CTV, the difference between $28 and $11 CPM is 2.5M more impressions from the same budget. Fabletics used that reach efficiency to cut CAC by more than half mid-campaign.
  • → Fabletics cut CAC by more than half using Tatari's performance TV dashboard. MANSCAPED turned TV into a full-funnel acquisition driver with measurable downstream channel lift. Truebill brought TV buying in-house on Tatari because they needed to move as fast as their digital campaigns. All three are the DTC profile Tierra manages.
What Makes Tatari Different?
Buy CTV direct. Skip the DSP. Measure to the order.
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
Tatari measures purchases, site visits, and installs -- not impressions. The same CAC and ROAS framework Alex already runs on paid social, applied to TV. Fabletics optimized mid-flight based on which networks were driving the lowest CAC. That's the performance discipline Alex already knows.
Direct media execution
Tatari buys direct from Hulu, Peacock, and HBO. No DSP, no SSP, no markup. The $10-13 CPM is what the publisher charges. For a DTC brand managing tight margins across digital channels, buying CTV at publisher cost instead of programmatic cost is more working media on every campaign.
Our Platform and Services
Linear Biddable buying motion

Biddable scatter market access at real-time pricing. Rates are automatically negotiated down before the buy clears. No rep back-and-forth, no delivery surprises.

Measurement Next-day reporting

Next-day spot-level reporting on every linear airing. Publisher-level placement data on every CTV impression. One dashboard, not two separate reports to reconcile.

Media Buying

Tierra keeps client strategy and performance ownership. Tatari handles direct CTV buying and measurement as the TV layer alongside Meta and paid search. Alex's team manages TV campaigns from the same performance dashboard -- same KPIs, no TV buyer hire, no separate workflow.

See our media buying tools for TV
Measurement

Every CTV airing reports next morning: network, daypart, creative, and the downstream action -- purchases, installs, site sessions. The same morning cadence as a Meta campaign. Truebill brought TV in-house specifically because Tatari's reporting speed matched their digital workflow.

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
Agency Spotlight
How DAC made TV measurable and grew client revenue.

DAC came to Tatari with an established media practice but no TV-specific attribution. Adding Tatari connected every airing to real downstream outcomes and drove double-digit revenue growth.

"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


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Client retention
Measurement that sticks
When DAC could prove what TV drove, clients expanded their TV budgets. The agencies that add TV measurement keep accounts and grow them. Adding TV when digital is still working is how DTC brands make TV additive instead of reactive.
New revenue
A full TV service line
Hoka already runs CTV through a separate agency. When Tierra can offer TV buying in-house, clients with growing TV budgets don't need to split their media across two agencies. Full-funnel AOR is a stronger position than earned media plus paid elsewhere.
Premium access
Inventory beyond programmatic
a DTC brand is the entry point. a performance client and Ariat follow. One MSA covers the full Tierra client roster as more brands scale into TV -- without a separate negotiation per campaign.
Next step for Alex
See what a Tierra DTC client looks like on TV -- same CAC and ROAS tracking as paid social, direct publisher CPMs, performance dashboard from day one.

Tatari will show what TV performance looks like for one Tierra DTC client -- CAC and site sessions tracked the morning after each airing, at $10-13 direct CPM, alongside the existing paid social data.

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