Link: Adtech company The Trade Desk announces Ventura, a smart TV operating system, and plans to partner with TV manufacturers for its rollout, expected in H2 2025 (Sara Fischer/Axios)

The Trade Desk, a leading ad technology firm, is developing a connected TV OS, as CEO Jeff Green shared with Axios. This move positions them distinctively in a market dominated by providers like Roku and Google, who also manage their content.

Green argues that existing OS providers owning content creates a conflict of interest, complicating the advertising landscape. He asserts that an independent OS like theirs could clarify and enhance the overall ecosystem.

The new system, named Ventura, will debut in late 2025, following three years of development. Rather than entering the hardware market, The Trade Desk will partner with various hardware producers and distributors.

Unified ID 2.0, a privacy-centric ad-targeting solution by The Trade Desk, will be integrated into Ventura. The company's independence from content ownership enables a transparent ad ecosystem, which should drive its financial success.

CEO Jeff Green believes that Ventura will prompt other companies to prioritize transparency in content delivery. Ultimately, this transparency will benefit consumers, broadcasters, and The Trade Desk itself.

Despite no announced partners yet, industry leaders like Sonos and Paramount Advertising recognize The Trade Desk's innovative approach, expressing interest in Ventura. The platform's success hinges on its ability to foster more straightforward and measurable advertising transactions. #

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