A significant shift is underway in the TV hardware industry, with ad companies venturing into TV operating systems (OSes) to capitalize on growing demand for smart TV content. As web-based streaming becomes increasingly popular, TV OSes have become a lucrative part of the business, providing valuable data on viewer habits that benefits OS operators and third-party advertisers.
According to GroupM, the global ad revenue from smart TVs is expected to reach $38.3 billion this year, a 20.1% increase from last year. This trend has led TV OS providers like Vizio, Roku, Samsung, and LG to explore new ways to integrate ads and tracking into their software.
The Trade Desk, a leading ad tech giant, is now planning to launch its own TV OS, Ventura, in the second half of 2025. The company has been working on the OS for three years and claims it will improve the user experience with features such as cross-platform content discovery, personalization, and fewer, more relevant ads.
Unlike other TV OS providers like Amazon and Roku, which also own content, The Trade Desk’s Ventura promises to be a more impartial content referrer. With its launch, the company aims to revolutionize the ad sales industry by providing a new platform for advertisers to reach their target audiences.
Source: https://arstechnica.com/gadgets/2024/11/an-ad-giant-wants-to-control-your-next-tvs-operating-system