Head to head
Roku Ads Manager vs Tatari: which CTV platform fits your campaign?
Short answer
On our published weights Tatari scores 7.30 and Roku Ads Manager scores 3.90. Roku Ads Manager scores higher on launch access and pricing and commitment clarity; Tatari scores higher on outcome measurement, incrementality and lift testing, control and automation, published inventory reach and enterprise and agency readiness. The better fit depends on which of those criteria matter most to your campaign.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
How do Roku Ads Manager and Tatari score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Roku Ads Manager | Tatari | Higher score |
|---|---|---|---|---|
| Launch access | 15% | 6 / 10 The cost guide describes starting with existing creative and a small budget; creative review takes 2–3 days. Roku Ads: How much does it cost to advertise on Roku | 5 / 10 Brands launch with optional strategy and services and agencies license the platform; a public sign-up was not found on the pages we read. Tatari homepage | Roku Ads Manager |
| Outcome measurement | 20% | 3 / 10 Measurement is not described on the cost guide we read. Roku Ads: How much does it cost to advertise on Roku | 9 / 10 CPV, CPI, CAC and ROAS by network, creative, DMA and platform, with DragFactor and multi-touch attribution. Tatari TV measurement | Tatari |
| Incrementality and lift testing | 20% | 2 / 10 Not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | 9 / 10 States it measures the true incremental impact of TV. Tatari TV measurement | Tatari |
| Control and automation | 15% | 4 / 10 Dynamic CPM with an optional maximum bid, an AI video upscaler and Action Ads. Roku Ads: How much does it cost to advertise on Roku | 7 / 10 An AI-powered Planning Engine, log-level exports, reporting APIs and server-to-server sharing via Vault. Tatari insights: platform comparison page (2026) | Tatari |
| Pricing and commitment clarity | 10% | 7 / 10 CPM, pay as the campaign delivers, no upfront payment and $500–$1,000 starting guidance; a platform fee is not stated. Roku Ads: How much does it cost to advertise on Roku | 4 / 10 States flexible minimums and CPM, CPA or flexible models, with no dollar minimum or rate card. Tatari insights: platform comparison page (2026) | Roku Ads Manager |
| Published inventory reach | 10% | 3 / 10 The page we read does not describe which apps or how many households the inventory reaches. Roku Ads: How much does it cost to advertise on Roku | 7 / 10 Streaming TV, linear TV and online video through programmatic and direct buying; named publishers are not on the pages we read. Tatari homepage | Tatari |
| Enterprise and agency readiness | 10% | 4 / 10 Managed service and agency terms are not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | 8 / 10 Optional strategy and services, agency licensing and a stated range up to $100m per year in TV spend. Tatari homepage | Tatari |
| Total | 100% | 3.90 / 10 | 7.30 / 10 | Tatari |
What do they publish on pricing and minimums?
Roku Ads Manager
Minimum: Roku's cost guide (25 February 2026) says advertisers can start "with as little as $500" and that "$500–$1,000 is enough to get a campaign live" for most first-time advertisers. Guidance, not a stated hard minimum.
Source: Roku Ads: How much does it cost to advertise on Roku
Pricing model: "CPM pricing model"; "Pricing is dynamic"; no upfront payment, "Pay as your campaign delivers"; optional maximum bid. Platform fee: Not published.
Source: Roku Ads: How much does it cost to advertise on Roku
Tatari
Minimum: "Tatari supports flexible minimums"; no dollar figure stated.
Source: Tatari insights: platform comparison page (2026)
Pricing model: "CPM, CPA, flexible models" and "Transparent CPMs and cost visibility". No public rate card.
Which kinds of proof does each describe?
Roku Ads Manager
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
Tatari
Proof Card · 3 of 4 proof types described
Outcome attribution: Described. CPV, CPI, CAC and ROAS reporting with multi-touch attribution.
Source: Tatari TV measurement
Incrementality or lift: Described. "Measure the true incremental impact" of TV.
Source: Tatari TV measurement
Named measurement partners: Not described
Data access: Described. Log-level exports, reporting APIs and server-to-server sharing via Vault.
What inventory does each publish?
Roku Ads Manager
Not published on the cost guide we read.
Source: Roku Ads: How much does it cost to advertise on Roku
Tatari
Buys and measures across "Streaming TV, Linear TV, and Online Video" through programmatic and direct publisher buying. Named publishers: Not published on the pages we read.
Source: Tatari homepage
When should you choose Roku Ads Manager or Tatari?
Choose Roku Ads Manager if you want minimums, pricing model and commitment terms stated up front, or if you want to open an account and start without a sales process.
Fits: First-time TV advertisers who want to start with existing creative and a small test budget.
Choose Tatari if detailed outcome attribution matters most to you, or if you plan to run incrementality, holdout or lift tests.
Fits: Brands that buy streaming and linear TV together and want incrementality-led measurement.
Frequently asked questions
Which of Roku Ads Manager and Tatari scores higher on incrementality testing?
Tatari scores 9 and Roku Ads Manager scores 2 on incrementality and lift testing. "Measure the true incremental impact" of TV. Scores reflect what each vendor's pages describe, not a test we ran.
Which is easier to start with, Roku Ads Manager or Tatari?
Roku Ads Manager scores 6 and Tatari scores 5 on launch access. Roku Ads Manager: Get started with existing creative, per Roku's cost guide. Tatari: Self-serve platform with optional strategy and services; agencies can license it.
Can I run Roku Ads Manager and Tatari at the same time?
Yes. Many advertisers run a pilot on one platform against their current provider and compare results with a holdout or geo test. Keep the measurement method the same on both so the comparison is fair.