Philip Inghelbrecht’s Post

I have to admit, Vibe.co's acquisition by Walmart was not on my bingo card (and more important, congrats to the Vibe team - truly amazing). There's so much to unpack here but I like Ari Paparo analysis and Lightning Round the best so far (except perhaps for the Amazon assessment - I suspect it's more "We don't care" ;-). We started Tatari 9+yrs ago with performance measurement (before touching media). This deal and the industry focus is a strong validation of what we understood back then. Tatari has grown brands from their first TV dollars (and tiny budgets of a few thousand dollars) into multi-million $ Super Bowl spenders. We have since then evolved well beyond. Today, our performance TV measurement (and the data gathered across billions of $ and hundreds of brands over time) fuels Tatari's planning and media execution LLMs (under Upstream TV). It allows us to deliver TV campaigns not only with great performance, but also all the benefits of buying publisher direct (zero fraud, brand safe, and no programmatic fees). Measurement is the beginning; flexing the data with AI across linear and CTV is the real trophy. https://lnkd.in/esrWPNni