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

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

From Marketecture: Get Smart. Fast. by Ari Paparo

April 30, 2026 · 13 min

About this episode

Ari Paparo discusses the evolution of TV advertising metrics and the rise of convergent TV with Mike Fogarty from 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…

People in this episode

Host: Ari Paparo

Guest: Mike Fogarty

Topics covered

  • TV advertising
  • outcome-driven measurement
  • convergent TV
  • programmatic buying
  • AI in media planning
  • advertising metrics

Keywords

  • GRPs
  • reach
  • frequency
  • programmatic CTV
  • shoppable ads
  • pause ads
  • AI-powered media
  • linear TV
  • streaming

Mentioned in this episode

Organizations: Tatari

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