Dive Brief:

• The Trade Desk unveiled a new smart TV operating system (OS) called Ventura that aims to solve frustrating user experiences, advertising supply chain issues and conflicts of interest around content in the fragmented streaming TV arena, according to a press release. 
• Ventura will 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 among the companies expressing support for the offering. The Trade Desk expects Ventura will begin rolling out as early as next year.  

Dive Insight:

The Trade Desk is cracking into new territory with Ventura, an OS that can harness the DSP’s ad-tech power and promises fewer conflicts of interest than the existing 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 advertising 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, such as 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 point in the evolution of streaming TV where we must ensure the supply chain of streaming TV advertising is competitive and transparent, so advertisers can maximize campaign performance, publishers can fund this new golden age of TV, and consumers have a better streaming TV ad experience,” said Jeff Green, CEO and founder of The Trade Desk, in a press statement.

“This innovation has to come in the OS, and it has to come from a company that brings the objectivity of not owning any streaming TV content,” the executive continued.

Ventura will rely on OEMs — the companies 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 advertising. 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 bold step hinges on several factors: can they achieve widespread distribution and adoption of their TVs, and is their OS ready to deliver a truly compelling and user-friendly experience? These are big questions that remain to be answered,” Marlow said.

The Trade Desk saw revenue increase 27% year over year to $628 million in the third quarter. Green in an earnings statement described 2024 as a “banner year” for connected TV, which was the firm’s fastest-growing segment in Q3 and today accounts for more than 40% of its business.