Ben Tatta

Chief Commercial Officer at Operative

Tatta is known for scaling TVSquared into a leading TV attribution platform and championing cross-platform measurement standards at a pivotal moment of convergence between linear and streaming TV.

OperatorNew York, New York, United States20+ years in industry

Last updated May 30, 2026 by the ATDb Editorial Team

Bio

Ben Tatta is Chief Commercial Officer at Operative, the media-management software company, leading sales, marketing and partnerships. He was previously President of Standard Media Index and co-founded TV-measurement firm 605.

Previous Roles

President

Standard Media Index (2019–2022)

Co-Founder

605 (prior)

Expertise

TV AttributionCross-Platform MeasurementConnected TV (CTV) AdvertisingLinear TV AnalyticsMarketing AttributionConverged TVAudience MeasurementProgrammatic TV

Notable Achievements

Co-founded and scaled TVSquared into a globally recognized TV attribution and analytics platform used by major brands and agencies
Led TVSquared through its acquisition by Innovid in 2022, a deal valued at approximately $160 million
Helped establish TV attribution as a mainstream discipline within performance marketing
Expanded TVSquared's measurement capabilities across linear TV, CTV, and digital channels

Speaking Topics

Cross-Platform TV MeasurementCTV Advertising and AttributionThe Convergence of Linear and Streaming TVData-Driven TV AdvertisingMeasurement Standards in Modern Television