Tatari gives mobile app marketers a choice in how AppsFlyer measures their TV spend
Every TV platform connecting to AppsFlyer has historically done so the same way, as an Ad Network partner sending impressions with an AppsFlyer tracking URL for AppsFlyer to attribute independently. Tatari says that classification quietly determines what shows up in an advertiser's dashboard, and it excludes linear TV and direct streaming buys since AppsFlyer's attribution was built for digital and programmatic channels. Tatari has now added Signal Partner status, under which it pulls installs and conversion data from AppsFlyer and applies its own TV-specific measurement: a proprietary device graph, communal IP filtering to remove noise, and incrementality-based analysis designed specifically for TV. The company says it is the only CTV platform holding both statuses in AppsFlyer at once.
Campaigns running on linear TV or direct streaming deals get zero attribution under the default Ad Network setup, a gap that matters since for most advertisers those formats make up the bulk of TV spend. Teams that want everything in one dashboard can keep routing Tatari's TV impression data into AppsFlyer, with CTV broken out as its own channel alongside Meta and Google. Teams buying linear or direct streaming, or anyone reconciling numbers across stakeholders who trust different attribution sources, can pull Tatari's incrementality-based measurement and AppsFlyer's attribution side by side and compare the two directly.