A Convergent TV Platform Built For Agencies

fluent360 places TV and CTV for Nissan, Wells Fargo, and the U.S. Army. Black and Hispanic audiences over-index on ad-supported streaming -- and programmatic CPMs don't reflect that.

fluent360 is Omnicom-backed, minority and women-owned, and produces TV and CTV for Nissan, Wells Fargo, AARP, Denny's, and the U.S. Army targeting Black, Hispanic, Asian American, and LGBTQ+ audiences. Black and Hispanic households stream at higher rates than the general market -- they're the audience on Hulu and Peacock. If that CTV runs through a programmatic DSP, the CPMs are landing $25-30. Tatari buys direct at $10-13. Same culturally relevant inventory, more reach from the same multicultural campaign budget.

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Curious about the CTV rates shown here? Check out Upstream

Why we sent this
  • → Wells Fargo's Homebuyer Access Grant campaign through fluent360 targets Black and Hispanic homebuyers with a direct response funnel -- grant application page visits, homebuyer resource downloads, loan inquiry submissions. If CTV is part of that campaign, the audience is on Hulu and Peacock at rates that exceed the general market. Tatari buys both at $10-13 direct. More Black and Hispanic households reached from the same Wells Fargo campaign budget.
  • → Most agencies buying CTV for travel clients route through a programmatic DSP -- The Trade Desk, DV360 -- which adds an SSP layer before the impression clears at Hulu or Peacock. That's the markup. Tatari holds direct relationships with those publishers and skips the SSP entirely. The CPM difference goes back into working media.
  • → fluent360's DTC, retail, and franchise clients all have measurable conversion funnels. Tatari connects every linear and CTV airing to those outcomes -- site visits, purchases, lead submissions -- the morning after each spot airs.
What Makes Tatari Different?
$10-13 CPM direct versus $25-30 programmatic. Same inventory. More reach. Attribution included.
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.
More impressions. Same budget.
A Wells Fargo Homebuyer Access Grant CTV spot drives grant application page visits and loan inquiry submissions the morning after. A U.S. Army recruitment airing drives service.mil application page sessions the same night. Tatari reports by network, daypart, and creative -- Jhontia's team walks into the client review with TV performance data, not reach estimates.
$10-13 CPM. Not $25-30.
Tatari holds direct publisher relationships with Hulu, Peacock, HBO, and every major linear network. For fluent360's brand-safety-conscious clients, direct publisher relationships mean guaranteed placement in verified environments. No exchange adjacency risk. The inventory fluent360 already plans, at publisher cost.
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 fluent360's full client portfolio. One workflow -- not separate buying operations per channel. Direct CPMs, unified attribution, one report.

See our media buying tools for TV
Measurement

Every CTV airing reports next morning: network, daypart, creative, and the downstream outcome -- Wells Fargo grant applications, U.S. Army recruitment page sessions, Nissan model page visits. Jhontia's team walks into every client review with TV performance data alongside digital.

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


Read the full case study
Client retention
Measurement that sticks
DAC cut their CTV CPMs moving off programmatic onto Tatari's direct platform. The same budgets delivered more reach. For fluent360, that math runs across every client buying CTV through programmatic today.
New revenue
A full TV service line
fluent360 competes for multicultural media assignments against general market agencies that claim cultural competency. When Jhontia can show Wells Fargo or Nissan a direct CPM comparison -- here's what programmatic charges for Black and Hispanic streaming audiences, here's what Tatari charges direct -- that's the efficiency proof that reinforces why specialized multicultural media buying matters.
Premium access
Inventory beyond programmatic
Wells Fargo as the pilot -- direct response campaign, measurable homebuyer funnel, culturally specific streaming audience. Nissan and U.S. Army follow. One MSA covers the full fluent360 client roster at direct publisher rates.
Next step for Jhontia
See what Wells Fargo's multicultural CTV buy looks like at direct publisher rates versus programmatic -- and what it means for reaching Black and Hispanic homebuyers on Hulu and Peacock.

Tatari will run the CPM comparison for Wells Fargo's multicultural CTV buy -- programmatic rate versus direct publisher rate on the same Hulu and Peacock inventory reaching Black and Hispanic audiences.

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