Infra TV has appointed Teg Grenager, co-founder of Adap.tv and former ONE by AOL executive, as its new SVP of Product. Grenager will lead product strategy across the company's Tatari, Upstream, and Vault businesses, focusing on integrating AI-driven solutions with the firm's proprietary TV outcome data.
The appointment of a technical architect like Grenager signals a shift from manual TV buying toward automated, AI-led optimization grounded in historical performance data. By unifying product strategy across Tatari, Upstream, and Vault, Infra TV aims to close the loop between buy-side demand and sell-side inventory through a single measurement layer. This move reflects a broader industry trend where proprietary datasets, rather than just algorithms, define competitive advantages in the streaming ad tech stack. Watch for how quickly these AI agents are integrated into the Upstream platform to automate real-time yield management for major streaming publishers.
Infra TV has appointed Adap.tv co-founder Teg Grenager as SVP of Product to oversee AI-driven strategy across its Tatari, Upstream, and Vault platforms. This hire signals a strategic shift toward automated, AI-led TV advertising, utilizing proprietary datasets to optimize planning and measurement across the company's buy-side and sell-side ad tech stack.
Teg Grenager, the co-founder of Adap.tv, has been appointed as the new SVP of Product at Infra TV.
Grenager will oversee product strategy across Tatari, Upstream, and Vault, focusing on integrating AI-driven solutions to automate the planning and measurement of television advertising.
Infra TV plans to use its 'Foundational TV Dataset' to train AI models across its buy-side, sell-side, and measurement business units.
The move reflects a broader industry trend where proprietary datasets are used to define competitive advantages, shifting TV advertising from manual buying toward automated, AI-led optimization.
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