Tatari Vault

State privacy laws could make it a lot harder for advertisers to use IP addresses – a foundational signal for CTV ad targeting and attribution for well over a decade.

Clean rooms are dominating ad tech conversations, and the rise of connected TV has spurred clean room adoption to new levels because of inventory fragmentation.

Tatari is launching a new sister company called Vault, whose first product is a data clean room. The idea is to provide cross-channel measurement for advertisers and programmers using data other than IP addresses.