NEW YORK, Nov. 21, 2024 / The Trade Desk (NASDAQ: TTD) today announced that it has developed Ventura, a new operating system (OS) for streaming TV. Ventura represents a major leap forward in streaming TV operating systems, as it solves key problems with systems currently on the market, including frustrating user experience, inefficient advertising supply chains, and content conflicts of interest.

Ventura’s main benefits include a more intuitive and engaging user experience, which includes cross-platform content discovery, personalization, subscription management, and ultimately fewer (more relevant) ads; a much more transparent supply chain for streaming TV advertising, which minimizes supply chain steps and costs, ensuring maximum ROI for every dollar of advertising spent and optimized return for publishers; to conclude with the integration of OpenPath and European Unified ID (EUID) which will allow advertisers who will use Ventura to evaluate and estimate ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater accuracy.

“We are at a point in the evolution of streaming TV where we need to ensure that the streaming TV advertising supply chain is competitive and transparent, so that advertisers can maximize the performance of their campaigns, publishers can fund this new golden age of TV, and consumers enjoy a better advertising experience,” said Jeff Green,  CEO and founder of The Trade Desk – This innovation must take place in the operating system and come from a company characterized by the impartiality of not owning any streaming television content. At The Trade Desk, we just want a fair market, where supply chain costs are minimized and advertisers’ trust can thrive.”

Ventura comes at a time when more consumers are using streaming platforms over linear TV, nearly every major media company has launched an ad-supported streaming feature for viewers, and more and more companies are entering the business of streaming content aggregation.

“Everyone from OEMs, to airlines, to hotel chains, has entered the business of streaming TV aggregation by trying to understand the advertising business model while improving the viewer experience” said Matthew Henick, SVP Ventura of The Trade Desk .  The Trade Desk is uniquely positioned to drive innovation at this key time.”

The Trade Desk will work with smart TV OEMs and other streaming TV aggregators for Ventura’s deployment, which the company expects to happen as early as 2025.The new Ventura operating system has already gained widespread support from the industry in the sector, such as Disney, Paramount, Tubi Media (Fox Corporation) and Sonos.

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The Trade Desk press office in Italy

Purple & Noise PR

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