A Convergent TV Platform Built For Agencies

Andy's Frozen Custard and DRI DUCK are ready for TV. Here's what direct buying and attribution looks like for both.

Signal Theory just picked up Andy's Frozen Custard and DRI DUCK as AOR clients with paid media in scope -- both are ready for TV. Andy's has 170+ locations and a 40th anniversary expansion campaign ahead. DRI DUCK has a brand strategy plus paid media mandate with no TV in the current mix. Tatari gets both into market: direct CTV buying on Hulu, Peacock, and HBO, biddable linear, and next-day attribution tying every airing to store visits, site sessions, and conversion events.

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Data is not real and for illustrative purposes only

Why we sent this

→ Andy's Frozen Custard has 170+ locations and a 40th anniversary expansion ahead. Signal Theory is AOR for creative, digital, and integrated marketing. When TV enters the plan, the question that matters is which spot drove the drive-through visit and which market over-indexed -- that data should be available the next morning.
→ Andy's Frozen Custard just named Signal Theory AOR ahead of its 40th anniversary. First major TV campaign for the brand is the natural Tatari pilot: store visit attribution from day one, measuring what the creative actually drives.
→ California Milk Advisory Board joined in March 2026 for a retail growth strategy. Consumer commodity campaigns live and die by purchase behavior shift. Tatari's attribution connects each TV airing to retail activity and site sessions the next morning -- the same behavioral measurement Signal Theory applies everywhere else.

What Makes Tatari Different?

TV buying for Andy's, DRI DUCK, and California Milk. Direct CTV, biddable linear, next-day attribution.

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.

Measure real outcomes

Signal Theory's behavioral science framework is built on understanding why people act. Tatari adds the downstream proof: store visits, app orders, and drive-through activity tied to the specific spot and network that aired. For Andy's and DRI DUCK, that closes the loop between Signal Theory's creative insight and the real-world behavior it drove.

Direct media execution

Tatari holds direct relationships with Hulu, Peacock, HBO, and every major linear network. For Andy's Frozen Custard running QSR campaigns and DRI DUCK running outdoor lifestyle creative, that means guaranteed placement in the programming environments where those audiences are already engaged. No exchange floor, no programmatic adjacency surprises.

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

Tatari gives Signal Theory biddable access to the linear scatter market and direct CTV buys on Hulu, Peacock, and HBO in one platform. For Andy's Frozen Custard launching TV for the 40th anniversary campaign, that means store visit attribution from the first airing. For DRI DUCK, it means CTV and linear running on day one of the paid media mandate, with attribution tied to site sessions and purchase activity.

See our media buying tools for TV

Measurement

Every linear and CTV airing reports the next morning: network, daypart, creative, and the outcomes that matter per client -- store visits for Andy's, site sessions and purchase events for DRI DUCK, retail activity for California Milk. Signal Theory walks into every client review with data showing not just what aired but what it made people do.

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

Data is not real and for illustrative purposes only

Agency Spotlight

How DAC made TV measurable and grew client revenue.

DAC is a full-funnel digital media agency that came to Tatari to apply the same measurement discipline to TV that they already ran on digital. They unified linear and CTV in one platform, connected every airing to real downstream outcomes, and drove double-digit revenue growth across their client base. For Signal Theory, which already ties campaigns to behavioral outcomes through the Human Resonance Score, Tatari adds the TV attribution layer that proves those behaviors happened.

"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

170

Andy's Frozen Custard locations across 15 states. 40th anniversary TV campaign ahead. Store visit attribution from the first airing.

Double-digit revenue growth for DAC after connecting TV airings to real behavioral outcomes across their client portfolio

New AOR wins in 12 months: Andy's Frozen Custard, DRI DUCK, California Milk Advisory Board. All three have paid media in scope.

Dashboard for Andy's, DRI DUCK, and California Milk TV. Store visits, site sessions, and retail activity measured the next morning.

Client retention

Measurement that sticks

DAC unified linear and CTV on Tatari and applied the same measurement discipline to TV that they ran on digital. Double-digit revenue growth followed. Signal Theory can run the same from the first Andy's or DRI DUCK campaign.

New revenue

A full TV service line

When Andy's asks what the Friday night spot drove in weekend store visits, Madeline's team has a specific answer by Saturday morning. That changes the client review from estimated reach to measured foot traffic.

Premium access

Inventory beyond programmatic

Secure Hulu, Peacock, and HBO inventory direct alongside linear for Andy's Frozen Custard, DRI DUCK, and California Milk Advisory Board. QSR, outdoor lifestyle, and consumer dairy adjacencies with attribution proving it worked.