- The Trade Desk unveiled a brand new smart TV operating system (OS) called Ventura that goals to solve frustrating user experiences, promoting supply chain issues and conflicts of interest around content within the fragmented streaming TV arena, according to a press release.
- Ventura shall be deployed in partnership with original equipment manufacturers (OEMs) and streaming content aggregators. It leverages the demand-side platform’s existing technology for targeting and measurement, including the OpenPath and Unified ID 2.0 solutions.
- Disney, Paramount, Tubi and Sonos are amongst the businesses expressing support for the offering. The Trade Desk expects Ventura will begin rolling out as early as next yr.
The Trade Desk is cracking into recent territory with Ventura, an OS that may harness the DSP’s ad-tech power and guarantees fewer conflicts of interest than the present fragmented streaming marketplace. Ventura will compete with the likes of Roku and Amazon Fire TV, platforms that serve multiple roles as OEMs, aggregators, content purveyors and promoting players. The Lowpass newsletter first reported on The Trade Desk’s plans for Ventura back in August.
Ventura takes advantage of existing solutions from The Trade Desk to aid with ad targeting and measurement, akin to UID2. For viewers, the goal is to provide a superior user experience, with smooth content discovery and subscription management, while serving up fewer, more relevant ads.
“We’re at a degree within the evolution of streaming TV where we must ensure the availability chain of streaming TV promoting is competitive and transparent, so advertisers can maximize campaign performance, publishers can fund this recent golden age of TV, and consumers have a greater streaming TV ad experience,” said Jeff Green, CEO and founding father of The Trade Desk, in a press statement.
“This innovation has to are available the OS, and it has to come from an organization that brings the objectivity of not owning any streaming TV content,” the manager continued.
Ventura will depend on OEMs — the businesses that manufacture internet-connected TVs — and publishers to actually make it into living rooms. On that front, it has already drawn interest from several large streaming stakeholders, including Disney Advertising, Paramount Advertising, Tubi Media Group and Sonos.
“The Trade Desk’s foray into the TV OS market highlights the growing importance of operating systems in shaping viewer experiences and seamlessly integrating promoting. This move positions them to influence content consumption and ad delivery directly,” said LG Ad Solutions CMO Tony Marlow in emailed comments shared with Marketing Dive.
“However, the success of this daring step hinges on several aspects: can they achieve widespread distribution and adoption of their TVs, and is their OS ready to deliver a really compelling and user-friendly experience? These are big questions that remain to be answered,” Marlow said.
The Trade Desk saw revenue increase 27% yr over yr to $628 million within the third quarter. Green in an earnings statement described 2024 as a “banner yr” for connected TV, which was the firm’s fastest-growing segment in Q3 and today accounts for greater than 40% of its business.
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