Marketecture: Get Smart. Fast. From GRPs to Outcomes: The New Playbook for Convergent TV with Tatari
Apr 30, 2026
Mike Fogarty, Head of Client Development at Tatari, a leader in convergent TV and measurement. He explores the shift from GRPs to outcome-driven TV. They discuss programmatic vs direct buying, biddable inventory limits, sports and tentpole buys, new interactive formats like pause and shoppable ads, and AI’s role in planning and creative.
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TV Measurement Moving From GRPs To Outcomes
- TV measurement is shifting from GRPs to outcome metrics like incrementality and iROAS.
- Mike Fogarty says brands demand proof TV drove causality with test-and-control methods such as geo holdouts or ghost bidding.
Test TV Incrementality With Multiple Holdout Methods
- Use multiple incrementality methods rather than relying on a single approach for proof of performance.
- Mike recommends geo holdouts, ghost bidding, PSA holdouts, or dynamic baselining to test causality for TV-driven conversions.
Both Biddable And Nonbiddable Inventory Matter
- Biddable and non-biddable inventory both matter and should be used intentionally in TV plans.
- Tatari built Upstream to automate direct insertion orders so direct buys feel more like digital transactions with cleaner pass-through pricing.