The Trade Desk launches Ventura, a next-gen streaming tv OS

The Trade Desk has unveiled Ventura, an innovative streaming TV operating system (OS) designed to revolutionize the user experience and advertising landscape. Partnering with leading smart TV manufacturers and streaming TV aggregators, The Trade Desk aims to deploy Ventura, addressing key challenges in current streaming platforms, such as user interface issues, inefficient ad supply chains, and content conflicts.

The major benefits of Ventura include:

A more intuitive, engaging user experience, including cross-platform content discovery, personalization, subscription management, and ultimately fewer (more relevant) ads.
A much cleaner supply chain for streaming TV advertising, minimizing supply chain hops and costs – ensuring maximum ROI for every advertising dollar and optimized yield for publishers.
Incorporating advances such as OpenPath and Unified ID 2.0 (UID2), Ventura will enable advertisers to value and price ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater precision.

“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, The Trade Desk. “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. At The Trade Desk, all we want is a fair marketplace, where supply chain costs are minimized, and advertiser trust can thrive.”

Ventura comes as more consumers use streaming platforms than traditional cable TV; as almost every major media company has launched an ad-supported streaming option for viewers; and as more and more companies enter the streaming content aggregation business.

“Everyone from OEMs to airlines and hotel chains are now in the streaming TV aggregation business, and they’re all trying to figure out the advertising business model while improving the viewer experience,” said Matthew Henick, SVP Ventura, The Trade Desk. “With our content objectivity and our scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment.”

Industry Support

The Trade Desk expects that Ventura will be deployed by OEMs and other streaming TV aggregators as early as 2025. Ventura is already generating widespread industry support:

Jamie Power, SVP Addressable Advertising Sales, Disney Advertising
“As the streaming TV landscape rapidly evolves, we are entering a new paradigm for TV advertising. These trends are driven not only by consumer adoption but also by the innovation in the marketplace. We look forward to seeing The Trade Desk continue to drive innovation that will create more efficiency and a more enjoyable TV experience.”

John Halley, President, Paramount Advertising
“The Trade Desk has been a great partner and real innovator in the programmatic space, and we are excited to see them bring their approach to the OS marketplace. Both broadcasters and consumers will undoubtedly benefit.”

Paul Cheesbrough, CEO, Tubi Media Group
“As viewers shift to streaming, it’s imperative that advertisers can find their audiences with precision and put as much of their campaign spend to work as possible. We look forward to building upon our existing partnership with The Trade Desk to bring this vision of a better CTV supply chain to life across our portfolio alongside other industry leaders.”

Patrick Spence, CEO, Sonos
“At Sonos, we are committed to providing our customers with the very best home entertainment experience. We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS.”