The Trade Desk Announces Ventura, a Revolutionary Streaming TV Operating System
The Trade Desk (NASDAQ: TTD) has announced Ventura, a new streaming TV operating system designed to revolutionize the streaming advertising landscape. The system aims to solve key issues in current market systems by providing a more intuitive user experience, streamlining advertising supply chains, and eliminating content conflicts-of-interest. Expected to deploy by 2025, Ventura has gained support from major industry players including Disney, Paramount, Tubi, and Sonos. The system will incorporate advances like OpenPath and Unified ID 2.0 to enable more accurate ad impression valuation and precise audience targeting across streaming platforms.
The Trade Desk (NASDAQ: TTD) ha annunciato Ventura, un nuovo sistema operativo per la TV in streaming progettato per rivoluzionare il panorama della pubblicità in streaming. Il sistema mira a risolvere problemi chiave nei sistemi di mercato attuali offrendo un'esperienza utente più intuitiva, snellendo le catene di approvvigionamento pubblicitario e eliminando i conflitti di interesse nei contenuti. Atteso per il 2025, Ventura ha ottenuto il supporto di importanti attori del settore, tra cui Disney, Paramount, Tubi e Sonos. Il sistema incorporerà innovazioni come OpenPath e Unified ID 2.0 per consentire una valutazione più accurata delle impression pubblicitarie e un targeting del pubblico più preciso attraverso le piattaforme di streaming.
The Trade Desk (NASDAQ: TTD) ha anunciado Ventura, un nuevo sistema operativo de televisión en streaming diseñado para revolucionar el panorama de la publicidad en streaming. El sistema tiene como objetivo resolver problemas clave en los sistemas de mercado actuales, ofreciendo una experiencia de usuario más intuitiva, optimizando las cadenas de suministro publicitario y eliminando los conflictos de interés en el contenido. Se espera que se implemente para 2025, Ventura ha recibido el apoyo de importantes actores de la industria, incluidos Disney, Paramount, Tubi y Sonos. El sistema incorporará avances como OpenPath y Unified ID 2.0 para permitir una valoración de impresiones publicitarias más precisa y un targeting de audiencia más exacto a través de las plataformas de streaming.
The Trade Desk (NASDAQ: TTD)는 Ventura를 발표했습니다. Ventura는 스트리밍 광고 환경을 혁신하도록 설계된 새로운 스트리밍 TV 운영 체제입니다. 이 시스템은 현재 시장 시스템의 주요 문제를 해결하고 사용자 경험을 더욱 직관적으로 만들며 광고 공급망을 간소화하고 콘텐츠 이해 충돌을 제거하는 것을 목표로 합니다. 2025년까지 배포될 예정인 Ventura는 Disney, Paramount, Tubi, Sonos와 같은 주요 산업 플레이어들로부터 지원을 얻었습니다. 이 시스템은 스트리밍 플랫폼 전반에 걸쳐 보다 정확한 광고 노출 평가 및 정밀한 타겟팅을 가능하게 하는 OpenPath 및 Unified ID 2.0과 같은 혁신을 통합할 것입니다.
The Trade Desk (NASDAQ: TTD) a annoncé Ventura, un nouveau système d'exploitation de télévision en streaming conçu pour révolutionner le paysage de la publicité en streaming. Le système vise à résoudre des problèmes clés dans les systèmes de marché actuels en offrant une expérience utilisateur plus intuitive, en rationalisant les chaînes d'approvisionnement publicitaires et en éliminant les conflits d'intérêts liés au contenu. Prévu pour une mise en œuvre en 2025, Ventura a obtenu le soutien de grands acteurs de l'industrie tels que Disney, Paramount, Tubi et Sonos. Le système intégrera des avancées comme OpenPath et Unified ID 2.0 pour permettre une évaluation plus précise des impressions publicitaires et un ciblage d'audience plus précis sur les plateformes de streaming.
The Trade Desk (NASDAQ: TTD) hat Ventura angekündigt, ein neues Betriebssystem für Streaming-TV, das darauf abzielt, die Werbelandschaft im Streaming zu revolutionieren. Das System soll zentrale Probleme der aktuellen Marktsysteme lösen, indem es ein intuitiveres Benutzererlebnis bietet, die Werbelieferketten optimiert und Interessenkonflikte bei Inhalten beseitigt. Die Einführung ist für 2025 geplant, Ventura hat Unterstützung von wichtigen Akteuren der Branche wie Disney, Paramount, Tubi und Sonos erhalten. Das System wird Fortschritte wie OpenPath und Unified ID 2.0 integrieren, um eine genauere Bewertung von Werbeeinblendungen und eine präzisere Zielgruppenansprache über Streaming-Plattformen zu ermöglichen.
- Development of a new revenue stream through streaming TV operating system
- Strategic partnerships with major industry players (Disney, Paramount, Tubi, Sonos)
- Potential for improved advertising efficiency and ROI through streamlined supply chain
- Market deployment scheduled for 2025, indicating clear product roadmap
- No immediate revenue impact as deployment starts in 2025
- Entering a highly competitive OS market with established players
- Significant investment required for development and deployment
Insights
The launch of Ventura OS represents a strategic pivot into streaming infrastructure that could significantly expand TTD's market influence. This OS targets critical pain points in the streaming advertising ecosystem - fragmented supply chains, poor user experiences and content conflicts. By positioning as a neutral infrastructure provider, TTD could capture substantial value from the $88 billion CTV advertising market.
The backing from major industry players like Disney, Paramount and Tubi signals strong market validation. The 2025 deployment timeline allows for proper integration and testing. The OS's focus on supply chain optimization through OpenPath and UID2.0 could potentially increase advertising efficiency by
Ventura's introduction could fundamentally reshape the streaming advertising landscape. By controlling the OS layer, TTD gains unprecedented access to first-party data and direct inventory relationships, potentially disrupting current CTV gatekeepers like Roku and Amazon Fire TV. The integration of OpenPath and UID2.0 directly into the OS layer creates a significant competitive moat.
The emphasis on supply chain optimization addresses a major industry pain point - currently, up to
Disney, Paramount, Tubi and Sonos Showcase Support
The major benefits of
- A more intuitive, engaging user experience, including cross-platform content discovery, personalization, subscription management, and ultimately fewer (more relevant) ads.
- A much cleaner supply chain for streaming TV advertising, minimizing supply chain hops and costs – ensuring maximum ROI for every advertising dollar and optimized yield for publishers.
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Incorporating advances such as OpenPath and Unified ID 2.0 (UID2),
Ventura will enable advertisers to value and price ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater precision.
“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,” said Jeff Green, CEO and Founder, The Trade Desk. “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.”
“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,” said Matthew Henick, SVP Ventura, The Trade Desk. “With our content objectivity and our scaled streaming TV advertising demand, The Trade Desk is uniquely positioned to drive innovation at this key moment.”
Industry Support
The Trade Desk expects that
Jamie Power, SVP Addressable Advertising Sales, Disney Advertising
“As the streaming TV landscape rapidly evolves, we are entering a new paradigm for TV advertising. These trends are driven not only by consumer adoption but also by the innovation in the marketplace. We look forward to seeing The Trade Desk continue to drive innovation that will create more efficiency and a more enjoyable TV experience.”
John Halley, President, Paramount Advertising
“The Trade Desk has been a great partner and real innovator in the programmatic space, and we are excited to see them bring their approach to the OS marketplace. Both broadcasters and consumers will undoubtedly benefit.”
Paul Cheesbrough, CEO, Tubi Media Group
“As viewers shift to streaming, it’s imperative that advertisers can find their audiences with precision and put as much of their campaign spend to work as possible. We look forward to building upon our existing partnership with The Trade Desk to bring this vision of a better CTV supply chain to life across our portfolio alongside other industry leaders.”
Patrick Spence, CEO, Sonos
“At Sonos, we are committed to providing our customers with the very best home entertainment experience. We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS.”
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in
View source version on businesswire.com: https://www.businesswire.com/news/home/20241120619659/en/
Media Contact
Melinda Zurich
The Trade Desk
melinda.zurich@thetradedesk.com
Source: The Trade Desk
FAQ
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