From GRPs to Outcomes: The New Playbook for Convergent TV with Tatari

At Possible in Miami, Ari Paparo sits down with Mike Fogarty, Head of Client Development, Brand & Agency Partnerships at Tatari, for a fast-moving conversation on how TV advertising is being rewritten in real time. They dig into the shift from legacy metrics like reach and frequency toward outcome-driven measurement, unpack the evolving balance between programmatic and direct buying, and explore why “convergent TV” is becoming less of a buzzword and more of an operating system. Along the way, they touch on everything from pause ads and shoppable formats to AI-powered media planning and the future of linear in a streaming-first world. If you’re thinking about how brands actually drive results across modern TV, this one delivers clarity without the fluff. Takeaways TV measurement is shifting from GRPs and reach toward real business outcomes. Advertisers are demanding clearer proof of performance across linear and streaming. Convergent TV is becoming a unified way to plan, buy, and measure across channels. Programmatic CTV still has limitations compared to direct buying. Not all inventory is equally accessible or measurable in automated systems. Live sports and major events remain critical for scale and attention. New ad formats like pause ads and shoppable units are expanding creative options. AI is starting to influence both creative production and media planning. Adoption of AI varies, with some teams moving faster than others. Data and automation are improving how campaigns are executed and optimized. Linear TV continues to play a role alongside streaming platforms. The industry is still working through how to standardize measurement across environments. Chapters 00:00 Welcome & Possible Conference Vibes 00:48 The Shift in TV: From GRPs to Outcomes 01:27 What “Outcomes” Really Mean 02:21 Measurement Challenges & Testing Methods 03:06 Buildable vs. Non-Biddable Inventory Explained 04:43 The Reality of Programmatic CTV 05:20 Sports & Tentpole Events 06:00 Interactive TV Ads & Creative Innovation 07:15 AI in Creative Production 08:08 AI in Media Planning & Buying 09:25 How Brands & Agencies Are Adopting AI 10:31 AI in Execution & Buying Intelligence 11:05 The Future of Convergent TV 12:12 Closing Thoughts Learn more about your ad choices. Visit megaphone.fm/adchoices