The Trade Desk has finally confirmed its plan to develop a smart TV operating system, dubbed Ventura. This move will grant the company direct control over the streaming TV experience and further solidify its dominance in the CTV ad market.
With its new OS, The Trade Desk can collect more data on viewer behavior and advertising preferences, feeding this information into its ad-buying platform. This will enhance its ability to target ads effectively and increase revenue from its booming CTV business.
However, winning over TV manufacturers won’t be easy. Established players like Roku, Google, Amazon, LG, Hisense, and Samsung already dominate the TV OS market. To gain traction, The Trade Desk will need to offer more attractive revenue-sharing deals to manufacturers.
The company’s CEO, Jeff Green, remains optimistic about the prospects of Ventura. He believes that by offering a high-margin advertising business to manufacturers, they will be incentivized to join the platform.
In essence, Ventura is part of The Trade Desk’s broader strategy to create a cleaner supply chain and increase transparency in the ad industry. By integrating UID 2.0 and OpenPath, the OS aims to provide more accurate ad valuation and pricing for advertisers.
As Green noted, “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.” With Ventura, The Trade Desk is positioning itself as a leader in the future of streaming TV, where supply chain costs are minimized and advertiser trust can thrive.
Source: https://digiday.com/marketing/the-trade-desk-finally-confirms-it-meet-ventura-the-os-to-cement-its-grip-on-ctv