Advertising tech company The Trade Desk is planning to launch its own streaming TV operating system, partnering with several smart TV manufacturers and other streaming aggregators to deploy its Ventura OS.
According to the company, several well-known streaming and hardware companies are backing the effort, including Disney, Paramount, Tubi and Sonos.
The Ventura, Calif.-based company says the operating system—apparently named for where the company is headquartered—solves key issues with TV systems today, including problems with user experiences, advertising supply chains, and content conflicts of interest.
The Trade Desk bills Ventura as a more intuitive and engaging user experience that includes cross-platform content discovery, personalization, subscription management and fewer but more relevant ads.
It also promises a cleaner supply chain for streaming TV advertising, minimizing supply chain hops and costs to maximize ROI for advertising dollars. The platform will leverage OpenPath and Unified ID 2.0 to enable advertisers to value and price ad impressions across all platforms more accurately while finding target audiences more efficiently.
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The company says Ventura will be deployed by OEMs and other streaming TV aggregators next year, and is already generating support from the aforementioned companies, including Sonos, which will explore an integration.
“At Sonos, we are committed to providing our customers with the very best home entertainment experience.” Sonos CEO Patrick Spence said, according to The Trade Desk’s announcement. “We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS.”
Other industry leaders quoted in the announcement largely come from the advertising side of content from Disney, Paramount, and Tubi.
The focus on maximizing smart TV ad-revenue has been a topic of recent conversation among many manufacturers, with the most notable example entering public notice when Walmart bought out Vizio specifically for its advertising business. Manufacturers, such as LG and Telly, have even floated around the idea of ad-supported TVs, with LG going so far as to suggest a subscription cost for an ad-free TV experience.
This has largely been a result of the raw potential smart TVs offer for data collection and interactivity with viewers. The growing popularity of FAST channels–free, ad-supported streaming services that offer more curated content akin to a traditional broadcast network–also points to a provider ecosystem where understanding and catering to a specific audience through targeted content is going to be highly desirable for manufacturers.
Jeff Green, founder and CEO of The Trade Desk, said in the statement that the streaming TV market is at an evolution where the supply chain of streaming TV advertising must be competitive and transparent so advertisers can maximize performance, publishers can fund content, and consumers have a better 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,” Green says. “At The Trade Desk, all we want is a fair marketplace, where supply chain costs are minimized, and advertiser trust can thrive.”
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