The Trade Desk ( a major ad publisher ) has introduced Ventura, a new streaming TV operating system designed to address existing challenges in the streaming TV market. The system aims to improve user experiences, streamline advertising processes, and resolve content-related conflicts often found in current market systems. Ventura will partner with original equipment manufacturers (OEMs) and other streaming TV aggregators for deployment.
This means that your smart TV may be running Ventura OS, and running ads by the Trade Desk on it. We’ve talked about ads starting to show up in other smart TV’s before, like LG tv’s. And most streaming services and smart TV’s already had ads in them. This change to a more centralized ad provider is going to mean that user data is more centralized, since there will be a couple of major players in the TV OS field gobbling up all of that ad and user data,.
Ventura’s key features include an enhanced user interface that supports cross-platform content discovery, personalization, and subscription management. The system also aims to reduce the number of ads viewers encounter by making them more relevant. By creating a more efficient advertising supply chain, Ventura seeks to maximize return on investment for advertisers and optimize yield for publishers. Utilizing advancements like OpenPath and Unified ID 2.0 (UID2), the operating system allows advertisers to better assess ad impressions across various streaming platforms, improving audience targeting accuracy.
Jeff Green, CEO and Founder of The Trade Desk, emphasizes the importance of maintaining a competitive and transparent supply chain for streaming TV advertising. He believes that such innovation must originate from a company without vested interests in streaming TV content. Green advocates for a marketplace where minimized supply chain costs and advertiser trust are prioritized.
Ventura’s introduction comes at a time when consumer preference is shifting from traditional cable TV to streaming platforms. This transition is accompanied by an increase in ad-supported streaming options and more companies entering the streaming content aggregation business. Matthew Henick, SVP of Ventura at The Trade Desk, highlights the company’s unique position in driving advancements within the streaming TV advertising sector due to its content objectivity and extensive advertising demand.
Industry leaders have expressed support for Ventura. Disney’s Jamie Power recognizes the evolving nature of TV advertising driven by consumer adoption and market innovation, while Paramount’s John Halley notes The Trade Desk’s role as a partner and innovator in the programmatic space. Paul Cheesbrough of Tubi Media Group emphasizes the importance of precise audience targeting in streaming, and Sonos CEO Patrick Spence discusses potential collaborations in integrating audio and video with Ventura.
For more information, visit the The Trade Desk’s website here.
