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
ad tech marketers weigh in Peter Adams / Marketing Dive : Trade Desk tries to shake up streaming TV with content-agnostic strategy Jeff Baumgartner / Light Reading : The Trade Desk's angle into the smart TV OS looks a tad like TiVo's Catherine Perloff / The Information : The Trade Desk Launches Smart TV Operating System Vaishali Prayag / Benzinga : Roku Shares Fell 6% On Wednesday: What Happened? Ronan Shields / Digiday : Queries mount as The Trade Desk takes an unprecedented step into TV's adland Wayne Friedman / MediaPost : Trade Desk Starts ‘Ventura’ Streaming TV Operation System Anusuya Lahiri / Benzinga : The Trade Desk Launches Ventura to Transform Streaming TV Advertising Bill Bradley / Adweek : The Biggest Questions After The Trade Desk's OS Announcement Ronan Shields / Digiday : The Trade Desk finally confirms it: Meet Ventura, the OS to cement its grip on CTV Matthew Keys / The Desk : The Trade Desk confirms development of streaming TV OS Mastodon: Janko Roettgers / @jank0@sfba.social : Now where have I heard this before ... https://www.axios.com/... Bluesky: @tysons-tech.bsky.social : Or, and hear me out, an open source OS available to anyone. In the article they already said they don't plan on making money with it (I don't believe them but still) and they don't plan on getting into the hardware game so why not go full Linux? [embedded post] X: Arthur Querou / @arthurquerou : I really wanted to be critical of it. But it actually makes more sense than I thought. @humanpropensity : Why is Ventura news: 1) It's a flex by TTD to dedicate resources to vertical integration and it probably is a good sign to investors who want to see potential for continual expansion Karsten Weide / @karstenw : This will solidify @TheTradeDesk's position in CTV and make it less dependent on other platforms, insulating it from potential trouble. (Remember Apple pulling the rug out from under Facebook a couple of years ago?) Here is my take on a prospective TTD Smart TV OS from a few @adtechgod : The Trade is developing a new connected television operating system called Ventura. TTD believes its lack of content ownership will provide a more objective solution compared to existing OS providers like Roku, Amazon, and Google. https://www.axios.com/... Reid Jackson / @reidjjackson : Non-snarky ad tech tweet: TTD launching their own TV operating system seems like an enormous nothing burger, no? Why is this getting so much coverage? What am I missing? Nate / @naterothstein : @reidjjackson It's a big investment and a big new strategy for them. And arguably TV OS maturity is still in an earlier stage (ie hasn't reached the comparable iOS / Android smartphone dominance phase yet). James O'Connor / @jamesiii : TTD's Ventura OS... here's what I'm interested to see is what this means for the Walmart Connect partnership. Walmart bought Vizio (or is trying to pending deal close). So Ventura puts what I would imagine as a strategic partnership under some strain. /1 Sara Fischer / @sarafischer : Scoop: MAJOR change in the ad industry coming — @TheTradeDesk is officially building a CTV operating system called Ventura — Looking to roll out in second half of 2025 — Wants to partner with hardware companies More @axios https://www.axios.com/... Reid Jackson / @reidjjackson : They're not building hardware which means they'll need the manufacturers to agree to use their software over the existing options (Roku, Google, etc.). What is the incentive for the manufacturers? More importantly, where's the benefit to consumers? Adam Epstein / @aepstein_ : Some quick takes on The Tradedesk's announcement of a new TV OS: - This won't be a massive gamechanger. Samsung and LG combined own greater than 50% of all TV sold in the US...- This is literally the Roku and Amazon playbook. Both companies have done a great job of getting their OS on long tail TV OEMs. Doing this provides a better customer experience and an enhanced ability to monetize through ads... Paul Cheesbrough / @paulcheesbrough : A few reasons why this is incredibly important to the media industry and wider CTV ecosystem: - certain practices around ‘pay to play’ (esp in the US) have crept into the incumbent CTV O/S's that need challenging - no different to the evolution of desktop through Linux and mobile O/S through Android... Jon Holm / @jonholm : @reidjjackson Not completely nothing, but you're right to call out that without the hardware partnership it's gonna be a tough road. And it's an already baked, albeit semi unevolved, area of the business. Will probably generate more value in press than revenue in the short term. @thetradedesk : We're excited to announce Ventura, an innovative new streaming TV operating system. Ventura offers a more intuitive user experience, cross-platform content discovery, subscription management, and fewer (more relevant) ads. Read more in @Axios: https://www.axios.com/... [image] Mike Caprio / @michaelcaprio : I think this is less about @TheTradeDesk competing in a 🔪 fight for OEM's consumer TV OS share and more about unlocking new retail media opportunities (Transport/Hotel/In Store) which is simply a vehicle for selling ads & unifying 1PD. But we'll see... https://www.axios.com/... Jason Koenigsknecht / @jk13 : IF > “Ventura will be successful if it drives more pricing transparency and stronger measurement for the CTV advertising ecosystem writ large, he said.” Exclusive: The Trade Desk is building a CTV operating system called Ventura https://www.axios.com/... #adtech #data Chappell Ellison / @chappelltracker : I'm sorry but Netflix on the hotel tv? Absolutely not. I need some basic ass cable. I need to check in on Shark Tank. Maybe a Castle marathon. A Charmed episode. A qualifying round for American Ninja warrior? Absolutely. This is the entertainment of transience and I respect it LinkedIn: Tyler Bell : What I've been working on the last three years: a new ConnectedTV OS Sara Fischer : Scoop: Big shakeup coming to the ad industry — The Trade Desk is officially building a #CTV #Operating #System called #Ventura … Jeff Green : Yesterday we announced to our employees and today we're announcing to the world that we're launching Ventura, a new streaming TV operating system … Marion Ranchet : Not a rumor anymore. — I'm all for the advertising efficiencies and improved ad experience. — I have my doubts regarding the upgrade to the content viewing experience. …