Trade Desk ups bid to improve CTV advertising value with Ventura Ecosystem

• The Trade Desk is angling for a stronger foothold within the connected TV landscape with the revealing of Ventura Ecosystem, an industry collaboration meant to foster a more transparent marketplace for CTV advertising, according to a press release. 
• The Ventura Ecosystem is an offshoot of Ventura, a wise TV operating system from The Trade Desk that’s content-agnostic. Through the Ventura Ecosystem, partners can use Ventura’s monetization tool set to drive programmatic demand and lower CPMs.
• The first Ventura Ecosystem collaborators include TV operating system V and ad-tech platform Nexxen. The Trade Desk recently released its fiscal 12 months 2025 financial results, reporting continued growth but at a slower pace. 

The Trade Desk is constant its push to tackle CTV’s walled-garden problem with the Ventura Ecosystem. The collaborative program looks to bring together global TV operating systems and streaming platforms for a more transparent and revenue-optimized marketplace.

The Ventura Ecosystem relies on The Trade Desk’s Ventura platform, which debuted in November 2024 and goals to differentiate in a market dominated by players like Roku and Amazon Fire TV by being content-agnostic.

“While media consolidation may receive the eye, streaming’s future relies on something else: a healthy ecosystem with fair platforms and advertising that works,” said Matthew Henick, The Trade Desk’s senior vp of consumer products, in a press release. “Most TV operating systems today are owned by firms which can be focused on their very own agendas, somewhat than strengthening the broader marketplace and creating winning opportunities for everybody.”

Ventura Ecosystem contributors can expect increased programmatic demand, improved CPMs and stronger fill rates with using The Trade Desk’s OpenPath, Unified ID 2.0/EUID, OpenAds and OpenPass — ad-tech solutions which can be focused on simplified connections between ad buyers and sellers, holistic targeting and measurement, fairness in the provision chain and personalization. Participating operating systems will maintain control of their brand, system and user experience, per release details. 

The first Ventura Ecosystem collaborators include V, the TV operating system previously often known as VIDAA, and Nexxen. For Nexxen, the move builds on a multiyear partnership with V to allow advertisers to programmatically activate premium, native and smart TV advertising across several original equipment manufacturers, including Hisense and Toshiba televisions. Through the deal, programmatic access to that CTV inventory can also be available through Nexxen and eventually shall be powered by the Ventura Ecosystem.

The Trade Desk reported Q4 revenue of $847 million, a rise of 14% 12 months over 12 months, representing a slower pace of growth compared to 22% YoY in Q4 2024. For the fiscal 12 months 2025, the corporate reported $2.9 billion in revenue, up 18% YoY but down from 26% in 2024. During a call discussing the earnings, CEO Jeff Green attributed the slowed growth to sustained weakness in CPG and automotive — verticals that represent over 1 / 4 of The Trade Desk’s business.

CTV continues to be a significant focus for The Trade Desk, with the sector growing at a faster rate than the general business throughout 2025, per the earnings call. The firm’s video segment, which incorporates CTV, represented about 50% of business in Q4. The Trade Desk in its earnings release highlighted premium inventory offered for advertisers for live events in 2026, including NBCU’s 2026 Winter Olympics and Paralympic Games.