The Trade Desk has unveiled Ventura, a new streaming TV operating system designed to improve user experience, simplify advertising supply chains, and provide more accurate ad pricing. The company will partner with smart TV manufacturers and streaming TV aggregators to deploy the system, which is expected to be available as early as 2025.
Ventura aims to address key issues in prevailing market systems, including frustrating user experiences and inefficient advertising supply chains. Its benefits include a more intuitive and engaging user experience, cleaner supply chain for streaming TV advertising, and accurate ad pricing through advances like OpenPath and Unified ID 2.0.
Industry players such as Disney, Paramount, Tubi, and Sonos have already shown support for the system, citing its potential to drive innovation and improve consumer experiences. With the rise of streaming platforms and increasing competition, Ventura’s deployment is expected to bring significant improvements to the industry.
The Trade Desk CEO Jeff Green stated that ensuring a competitive and transparent supply chain is crucial, allowing advertisers to maximize campaign performance, publishers to fund their operations, and consumers to enjoy a better streaming TV ad experience.
Source: https://finance.yahoo.com/news/trade-desk-announces-ventura-revolutionary-140000340.html