Tatari Wants to Fix Broken TV Measurement. Here's Why It's Failing | AdExchanger

"Privacy restrictions are mounting, traditional identifiers are disappearing, and the deterministic measurement advertisers once relied on is harder to maintain. Publishers hold impression data linked to sensitive identifiers. Advertisers hold conversion data governed by the same constraints. As privacy rules limit how that data can be shared, measurement models lose accuracy. Optimization suffers, and performance can start to look better-or worse-than it really is."

"When you take all of your conversion data and measure it against one siloed publisher's impression data, those impressions get full credit for every conversion. Then you go into another clean room, and the next publisher gets full credit again. That's where you end up double-dipping-and your performance looks too good to be true," says Heaton The product manager explains that many clean rooms were designed for digital environments, not for the realities of TV and streaming."

"As privacy rules limit how that data can be shared, measurement models lose accuracy. Optimization suffers, and performance can start to look better-or worse-than it really is. Tatari's Vault takes a different approach. Built as privacy-first infrastructure, Vault allows publisher and advertiser data to be anonymized, combined, and measured without exposing PII. Heaton also highlights server-to-server ingestion as a key unlock for modern TV measurement, helping advertisers capture conversion events that pixels often miss."

TV ad measurement is degrading as privacy restrictions increase and traditional identifiers disappear, undermining deterministic measurement. Publishers retain impression data tied to sensitive identifiers while advertisers hold conversion data under similar constraints. Limits on data sharing reduce measurement accuracy and degrade optimization, producing misleading performance signals. Many clean rooms were designed for digital environments and force measurement in silos, which enables double-counting when multiple publishers each receive full credit for the same conversions. Privacy-first infrastructure that anonymizes and combines publisher and advertiser data can enable accurate measurement without exposing PII. Server-to-server ingestion captures conversion events that pixels often miss, improving completeness.

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