Andy Schonfeld of Tatari on Taking Shots at DSPs and Why TV is Different

**Jeremy Bloom** (0:00)
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**Ari Paparo** (1:26)
Welcome to Marketecture, where you can get smart fast with in-depth interviews of leading technology executives. This is Ari Paparo. I am joined today by Andy Schonfeld, who is the CRO of Tatari. Thanks for being here, Andy.

**Andy Schonfeld** (1:37)
Thanks for having me, Ari.

**Ari Paparo** (1:38)
Did I get your name, title, everything right?

**Andy Schonfeld** (1:41)
You actually got it perfectly on the first try, so I'm very impressed.

**Ari Paparo** (1:45)
I am a professional. So we're here at Cannes.
We're at a luxurious Marketecture suite, and we are talking about what Tatari has been up to. And the first thing that comes to mind is your provocative billboard. So for those of you who have been to Cannes, the main street, the play is just covered in advertisements, which is appropriate, and there's a big one. And it says DSPs are on the TV sidelines. It actually names the DSPs, like you can imagine who, like Vian Trade Desk, etc. And it says, Tatari gets brands in the big games. So that's a fastball up and high. Tell us about it.

**Andy Schonfeld** (2:21)
That is a fastball up and high. First of all, did you see it and did you like it?

**Ari Paparo** (2:25)
I saw it. I will withhold whether I liked it or not. Maybe I'll answer when you're done.

**Andy Schonfeld** (2:29)
Okay, fair.

**Ari Paparo** (2:30)
Yeah.

**Andy Schonfeld** (2:30)
So look, first of all, we're in Cannes. So spirit of Cannes, go big, be creative. And hopefully the viewers will see that that's the angle and approach we took, especially the DSPs who, by the way, I will foresay are great companies and we're lucky to be in great company with them up there on the billboard. Our real message here, Ari, was that it's not a message that Tatari hasn't said before, which is if you are buying programmatically in the TV landscape and that's the only thing you're doing, well, then you're missing a huge piece of the TV market, particularly in this case, exemplatory is big games, right? We had four brands in the Super Bowl this year. Obviously, very excited about that. You can't buy that through DSP, at least not today. You can't get that through bidstream data. And the same goes for large temple moments, the Oscars, the Olympics, the World Cup, which is happening now.
We're getting brands in these games all the time. Some of that's through linear, some of that's through streaming, some of that's direct.
But the reality is that programmatic TV is a sliver of the $90 billion market. And that's the message we're telling there. It's not that programmatic's bad, or that we don't think you should do it. In fact, we do programmatic ourselves. But yeah, that was the message. It was a little bit of a high end to the right, but hopefully it was a shade that, you know, everybody can appreciate.

**Ari Paparo** (3:45)
All right. I'm going to say I think it worked. I think it worked because it's on strategy, right? Trying to get the message across that you could buy things with Tatari, you can't buy with the DSPs, and that's what the message was. Maybe naming them was a little mean-spirited, but we get the point. So is it true that, well, I guess you didn't say this, but I'm asking, can you buy most television, most sports using a DSP or is it only the big games, meaning like the Super Bowl, etc., where you have to have the linear expertise?

**Andy Schonfeld** (4:14)
Well, what I would say is you can certainly buy some sports programmatically and there are certain games you can buy and sort of sneak into at sort of a fractional level.