The Trade Desk Announces Ventura, a New Streaming TV Operating System

Ventura aims to streamline ad supply chains, improve personalization, and enhance user experiences, with rollout planned for 2025.

The Trade Desk unveiled Ventura, a streaming TV operating system designed to optimize advertising efficiency and user experience.
The OS will focus on reducing ad supply chain costs, improving ad targeting, and offering cross-platform content discovery and personalization.
Ventura has garnered support from major industry players, including Disney, Paramount, and Tubi, and will partner with TV manufacturers and aggregators for deployment.
The rollout is expected in early 2025, positioning The Trade Desk as a competitor to established players like Roku and Amazon in the TV OS market.
While Ventura promises innovation, questions remain about adoption, distribution challenges, and its ability to compete in a crowded marketplace.