Digital advertising giant The Trade Desk has developed its own TV OS that has the support of Disney, Paramount, Tubi and Sonos.
The Trade Desk says it will partner with smart TV original equipment manufacturers (OEMs) and other streaming TV aggregators in the deployment of Ventura. The Trade Desk argues it will solve issues “including frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest”.
There are also some familiar promises; a more intuitive, engaging user experience, including cross-platform content discovery, personalisation, subscription management, and ultimately fewer (more relevant) ads.
The OS incorporates advances including OpenPath and Unified ID 2.0 (UID2).
“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.”
The Trade Desk’s approach has been to draw in support from high-profile sales houses. Jamie Power, SVP Addressable Advertising Sales, Disney Advertising said: “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.”
There was also support from 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.”
The Trade Desk expects that Ventura will be deployed by OEMs and other streaming TV aggregators as early as 2025.
