The Trade Desk announces new OS system
One of the largest publicly traded advertising technology companies is breaking into a new space as The Trade Desk announced its plans to release a new streaming TV operating system in 2025.
Aptly named after the company’s headquarters location, The Trade Desk announced Ventura on Nov. 20 and said it will partner with smart TV original equipment manufacturers and other streaming TV aggregators to deploy it.
The company has been working on Ventura since 2021 and it believes it “represents a major advance in streaming TV operating systems” and solves key issues such as “frustrating user experiences, inefficient advertising supply chains, and content conflicts of interest.”
“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,” Founder and CEO Jeff Green said in a press release.
“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.”
Some local companies are also looking to partner with The Trade Desk on Ventura.
“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,” Sonos CEO Patrick Spence said in a press release.
The Trade Desk’s privacy framework, Unified ID 2.0, will also be part of Ventura.
Unified ID 2.0 is a cookie-less ad-targeting framework created in 2021 as an alternative to internet-tracking cookies and the biggest user of third-party cookies, Google.
Ventura also comes as Connected TV, or streaming TV, is supplanting traditional cable TV.
CTV is the fastest-growing advertising channel in the U.S.
It’s projected to total $38.3 billion in 2024, per GroupM’s latest forecast. By 2029, CTV is expected to overtake linear television in ad sales.
CTV also represents the majority of The Trade Desk’s 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,” Matthew Henick, SVP for Ventura, said in a press release.
“With our content objectivity and our scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment.”
