Philip Inghelbrecht’s Tatari Revolution: Killing TV Ad BS, One Data Point at a Time

Philip Inghelbrecht is one of those rare tech founders who doesn’t just talk about “disrupting” an industry—he actually does it. First, he helped create Shazam, the app that saved millions from the agony of humming off-key into Google like a tone-deaf detective. Now, he’s the CEO and co-founder of Tatari, where he’s dragging TV advertising into the 21st century, kicking and screaming.

For years, TV ad buying has been the equivalent of throwing darts blindfolded—except the darts are million-dollar budgets, and the board is a decades-old system that barely knows how many people are actually watching. “The whole industry was stuck in the past,” Philip says. “It was bloated, inefficient, and way too reliant on guesswork. We wanted to change that.”

Tatari is taking TV ads from a world of expensive, handshaky backroom deals into one where advertisers actually know what works—kind of like bringing GPS to a group of lost tourists who thought they could just ‘wing it.’ “Advertisers should demand the same transparency and performance tracking on TV that they get from digital,” Philip insists. “The fact that this wasn’t already the norm tells you everything you need to know about how broken it was.”