Infra TV has appointed Teg Grenager, co-founder of Adap.tv and former IAB standards lead, as its new SVP of Product. Grenager will lead product strategy across the company's Tatari, Upstream, and Vault business units, with a focus on integrating AI into TV advertising planning and measurement.
The appointment of a VAST standard architect suggests Infra TV is moving to bridge the gap between legacy digital video protocols and modern AI-driven automation. By unifying product strategy across buy-side and sell-side units, the company aims to leverage its ten-year dataset to reduce the friction and cost of cross-platform TV buying. This move reflects a broader industry trend where streaming ad tech is shifting from basic interoperability to predictive modeling based on direct campaign outcomes. Watch for how Grenager integrates AI agents into the Upstream workflow to further automate direct-sold inventory for major streaming publishers.
Teg Grenager's career trajectory is tightly intertwined with the evolution of digital video advertising standards. As co-founder of Adap.tv, he helped build one of the earliest server-side ad insertion platforms for online video before AOL acquired the company in 2013. He subsequently led the IAB Tech Lab's efforts on VAST and VPAID specifications, which became the foundational protocols for programmatic video advertising. His return to a product leadership role at Infra TV signals the company's intent to apply standards-level thinking to AI-driven automation across its portfolio of Tatari, Upstream, and Vault.
Infra TV has been consolidating its position in the connected TV advertising market through a series of acquisitions and product pivots. Upstream, formerly known as TheViewPoint, launched in February 2026 as a platform that automates direct-sold CTV campaigns at the ad server level, with early adopters including NBCUniversal, Warner Bros. Discovery, Disney, Paramount, and Fox-owned Tubi. Philip Inghelbrecht, CEO of Infra, argued that the industry "went down this rabbit hole of programmatic for CTV when it was completely unnecessary and ill-suited for the structure of the market," noting that Tatari's own data found 90% of all streaming impressions come from just 10 publishers. The company restructured as a holding company in 2023, with Tatari serving as the demand-side platform and TheViewPoint providing supply-side technology under the Infra umbrella.
The economic case for Infra TV's direct-sales automation approach is gaining traction among advertisers frustrated with programmatic fees. Inghelbrecht told AdExchanger in September 2025 that Tatari doubled its revenue without adding headcount, attributing the efficiency to AI-driven workflow automation. The company reported that more than 300 brands use the platform, with those running linear, streaming, and online video together seeing a 13% efficiency gain. Inghelbrecht also highlighted that programmatic fees through platforms like The Trade Desk can reach 106%, effectively doubling media spend, which positions Upstream's fee-reduction model as a direct competitive differentiator for Grenager to build upon.
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