The Trade Desk has developed a new streaming TV operating system (OS) called Ventura, which aims to solve key issues with prevailing market systems in the streaming TV industry. This innovation will enhance user experiences, optimize advertising supply chains, and enable more accurate ad pricing across platforms.
Ventura represents a significant advancement in streaming TV OS, offering several benefits:
1. **Improved User Experience**: A more intuitive experience for users, including cross-platform content discovery, personalization, subscription management, and fewer ads.
2. **Cleaner Supply Chain**: Minimized supply chain hops and costs to ensure maximum ROI for advertisers and optimized yield for publishers.
3. **Enhanced Ad Pricing**: Advances like OpenPath and Unified ID 2.0 (UID2) will enable more accurate ad pricing across platforms, allowing advertisers to value impressions and find relevant audiences with greater precision.
Industry leaders, including Disney, Paramount, Tubi, and Sonos, have expressed their support for Ventura. The Trade Desk plans to deploy the OS by OEMs and other streaming TV aggregators as early as 2025.
“This innovation has to come in the OS,” said Jeff Green, CEO of The Trade Desk. “At The Trade Desk, we want a fair marketplace where supply chain costs are minimized and advertiser trust can thrive.”
The Trade Desk’s unique position in the market, with its content objectivity and scaled streaming TV advertising demand, positions it to drive innovation in this critical area.
“With our content objectivity and scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment,” said Matthew Henick, SVP Ventura, The Trade Desk.
The companies that have endorsed the launch of Ventura include:
– Disney Advertising
– Paramount Advertising
– Tubi Media Group
– Sonos
As more consumers shift to streaming TV and companies enter the streaming content aggregation business, the need for a fair marketplace with efficient advertising supply chains has become increasingly important. With Ventura, The Trade Desk is poised to revolutionize this industry.
Source: https://www.thetradedesk.com/us/news/press-room/the-trade-desk-announces-ventura