Jeff Green.
The Trade Desk has developed Ventura, a streaming TV operating system (OS).
The provider of a global technology platform for buyers of advertising will partner with smart TV original equipment manufacturers (OEMs) and other streaming TV aggregators to deploy Ventura, with Disney, Paramount, Tubi and Sonos all showing early support for the OS.
Ventura represents a major advance in streaming TV operating systems as it solves key issues with prevailing market systems today, including frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest.
Ventura includes cross-platform content discovery, personalisation, subscription management, and ultimately fewer (more relevant) ads, as well as a much cleaner supply chain for streaming TV advertising, minimising supply chain hops and costs and ensuring maximum ROI for every advertising dollar and optimised yield for publishers.
Ventura also incorporates advances such as OpenPath and Unified ID 2.0 (UID2), enabling advertisers to value and price ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater precision.
The Trade Desk CEO and founder, Jeff Green, said the industry is at a point in the evolution of streaming TV where companies must ensure the supply chain of streaming TV advertising is competitive and transparent, so advertisers can maximise campaign performance, publishers can fund the new golden age of TV, and consumers have a better streaming TV ad experience.
“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," he said.
"At The Trade Desk, all we want is a fair marketplace, where supply chain costs are minimized, and advertiser trust can thrive.”
The Trade Desk's SVP of Ventura, Matthew Henick, said 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.
“With our content objectivity and our scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment," he said.
The Trade Desk expects that Ventura will be deployed by OEMs and other streaming TV aggregators as early as 2025.
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