It takes its name from the city and county in California where The Trade Desk is headquartered, and is a new streaming TV operating system that sees The Trade Desk partner up with smart TV original equipment manufacturers and other streaming TV aggregators to deploy the OS.
Introducing Ventura, which The Trades Desk says is “a major advance in streaming TV operating systems as it solves key issues with prevailing market systems today, including frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest.”
The product’s features include cross-platform content discovery, personalization, subscription management, and fewer and more relevant ads.
Ventura is also designed to provide its users with a cleaner supply chain for streaming TV advertising.
It incorporates OpenPath and Unified ID 2.0 (UID2).
The Trade Desk founder and CEO Jeff Green says, “We’re at a point in the evolution of streaming TV where we must ensure the supply chain of streaming TV advertising is competitive and transparent, so advertisers can maximize campaign performance, publishers can fund this new golden age of TV, and consumers have a better streaming TV ad experience. This innovation has to come in the OS, and it has to come from a company that brings the objectivity of not owning any streaming TV content. At The Trade Desk, all we want is a fair marketplace, where supply chain costs are minimized, and advertiser trust can thrive.”
The Trade Desk SVP for Ventura, Matthew Henick, adds, “Everyone from OEMs to airlines and hotel chains are now in the streaming TV aggregation business, and they’re all trying to figure out the advertising business model while improving the viewer experience. With our content objectivity and our scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment.”
The Trade Desk expects that Ventura will be deployed by OEMs and other streaming TV aggregators as early as 2025.
— With reporting from RBR+TVBR in Long Island City, N.Y.
