A Convergent TV Platform Built For Agencies

MMGY built digital attribution through Zartico. TV is the channel Zartico doesn't cover.

MMGY's Zartico partnership covers digital and visitation attribution. Fort Myers just won an HSMAI award for Broadcast Television. TV is already in the buy. What's missing is the attribution layer connecting those airings to hotel searches, booking sessions, and direct reservations the morning after each spot airs. Tatari fills that gap -- the TV complement to what Zartico already does on the digital side.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Fort Myers won an HSMAI Adrian Award for Broadcast Television in February 2026. That means MMGY is already buying TV for clients and winning on creative. The measurement infrastructure behind that buy is still Zartico's digital data -- which stops at the website. Tatari adds the TV layer before the next campaign launches.
  • → TJ Walz led the Zartico integration and was named HSMAI Top 25 in 2026 for it. Zartico measures digital media and visitation data. Tatari measures TV and CTV airings down to the spot level. The two are designed to work together -- Zartico for digital attribution, Tatari for TV attribution -- and together they give MMGY a complete cross-channel measurement stack no travel agency competitor has.
  • → Visit California runs $15M+ in annual TV. Hyatt and Six Flags have direct booking funnels. Amtrak measures in ticket purchases. All four are running TV without attribution connecting airings to reservations. That's the gap Tatari closes for each of them.
What Makes Tatari Different?
TV attribution to complete what Zartico started. Every Fort Myers, Visit California, and Hyatt airing measured to the booking.
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
A Six Flags spot that airs Sunday drives Monday season pass searches. A Fort Myers airing that runs during a travel program drives hotel search sessions by Tuesday. Tatari's attribution shows that data by 8am the next morning -- before the DMO board asks what last week's TV spend drove.
Direct media execution
Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For Visit California and Hyatt running national campaigns, that means guaranteed placement in travel, lifestyle, and news programming -- the environments where travel consideration actually happens. No exchange adjacency risk. Context that matches the creative.
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

Linear and CTV planned, bought, and attributed in one platform across every MMGY client that runs TV. Visit California, Brand USA, Hyatt, Six Flags, Amtrak -- one workflow instead of separate buying operations per client per channel. For a 600-person agency managing $400M in billings, that operational consistency matters.

See our media buying tools for TV
Measurement

Every linear and CTV airing reports the next morning: network, daypart, creative, and the downstream booking signal it drove. Brett's team walks into the Visit California or Fort Myers board review with TV attribution data -- hotel searches, direct booking sessions, destination site visits -- not just reach and frequency.

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. MMGY already manages TV for major tourism boards and hotel chains. Attribution turns those campaigns from brand line items into performance channels that grow the media buy -- and deepen the AOR relationship.
New revenue
A full TV service line
No travel agency competitor -- Miles Partnership, Noble Studios, Tambourine -- offers TV attribution. When MMGY can show Visit Myrtle Beach or Fort Myers what their TV spend drove in booking activity, that's the measurement capability that retains the account through the next RFP.
Premium access
Inventory beyond programmatic
One MSA covers the full portfolio. Visit California, Brand USA, Hyatt, Six Flags, Amtrak under one structure. That's the conversation with Justin Farmer and TJ Walz -- not a one-off pilot.
Next step for Brett
See what Fort Myers looks like with next-morning TV attribution alongside the Zartico digital data.

Tatari will show what TV attribution looks like for Fort Myers -- hotel searches, direct booking sessions, and destination site visits tied to specific airings, broken out by network and daypart the morning after they run.

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