The Trade Desk has announced Ventura, its newly developed streaming TV operating system, which it plans to roll out with smart TV manufacturers and other streaming platforms by 2025.

Jeff Green, CEO and Founder of The Trade Desk, says the company has been developing Ventura, a connected television operating system for the past three years. "We're at a point in the evolution of streaming TV where we must ensure the supply chain of advertising is competitive and transparent," Green said.

What will Ventura do? 

The company claims that Ventura will be designed to address “market system” issues such as “frustrating user experiences, inefficient advertising supply chains, and content conflicts-of-interest." The system will use technologies like OpenPath and Unified ID 2.0 to improve ad targeting and valuation across streaming platforms. 

How the company will operate Ventura 

Unlike competitors such as Google, Amazon, and Roku, which have their hardware for their operating systems, The Trade Desk plans to partner with TV manufacturers, airlines, hotel chains, and other distributors to integrate Ventura into existing devices. “The Trade Desk will partner with smart TV original equipment manufacturers (OEMs) and other streaming TV aggregators to deploy Ventura.”

The OS will provide features like personalized content discovery, cross-platform subscription management, and fewer but more relevant ads, The Trade Desk said.

Industry reaction

The announcement has already impacted the market. Shares of Roku fell nearly 8% following the news, while The Trade Desk’s stock rose by 3%. Google and Amazon also saw slight declines in their share prices.

The platform said Ventura has received support from platforms including Disney, Paramount, Tubi, and Sonos.