The Trade Desk has introduced a new smart TV operating system named Ventura, designed to address challenges in the streaming TV industry such as advertising supply chain issues and conflicts of interest. This new OS aims to improve user experiences by partnering with original equipment manufacturers (OEMs) and streaming content aggregators, utilizing The Trade Desks existing technologies for ad targeting and measurement, such as OpenPath and Unified ID 2.0. Major companies like Disney, Paramount, Tubi, and Sonos have expressed support for Ventura, which is expected to start rolling out next year.
Ventura represents The Trade Desks attempt to establish a more objective and streamlined streaming TV ecosystem compared to existing platforms like Roku and Amazon Fire TV. By not owning any streaming content itself, The Trade Desk claims Ventura will offer fewer conflicts of interest and better ad experiences for consumers. The OS promises enhanced content discovery and subscription management while delivering more relevant advertisements.
Jeff Green, CEO of The Trade Desk, emphasized the necessity of competitive and transparent advertising supply chains to enhance campaign performance, support publishers, and improve viewer experiences. Ventura relies on collaboration with OEMs and publishers to reach consumers living rooms, with several significant streaming stakeholders already showing interest.
The introduction of Ventura highlights the growing role of operating systems in shaping viewer experiences and integrating advertising seamlessly. However, questions remain about whether The Trade Desk can achieve broad distribution and adoption of its TVs and deliver a compelling user experience. Despite these uncertainties, The Trade Desk has reported a substantial revenue increase, with connected TV being the firms fastest-growing segment, accounting for over 40% of its business in 2024.