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, that we hope will drive major supply chain efficiencies in the CTV advertising market. We also expect that it will bring meaningful upgrades to the consumer viewing and ad experience. I could not be more excited to share the news with Sara and the wider world today. https://lnkd.in/g_fURb_G
Congratulations Jeff Green! As someone with extensive experience in the TV industry, I’m constantly intrigued by the evolution of advertising solutions, especially in the CTV domain. The possibilities seem endless, and so do the challenges! Let’s consider a real-world scenario: Two automobile advertisers bid on premium inventory for a highly engaging movie or show. Both win, and their ads end up being served back-to-back. In traditional TV, this is termed a “clash,” as competing brands airing consecutively diminishes the impact. To resolve this, broadcasters often provide a “make good.” But how do Ventura in the CTV space, like The Trade Desk, address such challenges? CTV platforms add a layer of complexity and opportunity. Unlike linear TV, where ad placements are pre-scheduled, CTV ad placement can leverage advanced audience targeting and data-backed decisions. However, maintaining balance is crucial, especially when ads for competing brands air in succession. It will be great to see how Ventura will innovate solutions to avoid these overlaps, ensuring a seamless viewer experience while optimizing for advertisers.
Continuation of previous post: Another dimension is content regulation. In traditional TV, ad placements depend on strict guidelines—content ratings (U, UA+), censor board approvals, TRAI rules, and TRP data. Platforms like Amazon, with IMDb’s robust database, have the potential to streamline these processes. By categorizing shows and movies based on genre, content ratings, and target audience, they could pioneer audience-first ad placement strategies tailored to the program's tone and engagement level. As the lines between TV and digital continue to blur, I’m excited to see how Ventura in the CTV domain tackle these challenges and redefine the advertising landscape. Looking forward to hearing thoughts and insights from the industry specialist!
The launch of Ventura by The Trade Desk signals an ambitious move to address some long-standing challenges in the CTV advertising ecosystem, like transparency and efficiency. While it’s a promising step toward minimizing conflicts of interest, its success will likely hinge on adoption by hardware partners and its ability to deliver on its promise of a better viewing and ad experience for all stakeholders. It’ll be interesting to see how Ventura reshapes the dynamics in the rapidly growing CTV space.
TheDesk.net
1w
Looks like Janko Roettgers might have scooped this announcement a few months ago... https://www.lowpass.cc/p/the-trade-desk-smart-tv-os-platform
Great name Jeff. Well done keeping it under wraps for so long too. Underpinning the ID and using it to share pricing information is pretty cool. For those who want to know why, as an TV OS ad insider, I felt that this was a no brainer for The Trade Desk please see: https://www.linkedin.com/pulse/why-trade-desk-should-building-tv-operating-system-os-julian-2rnae
David Vega
1w
While Ventura has the potential to bring efficiencies and improvements, advertisers and publishers might have several concerns about the new operating system. Here’s why it could pose challenges: https://tridence.com/blog/the-trade-desk-is-building-a-ctv-operating-system-called-ventura/
Is there a conflict of interest for Samsung, LG, Titan OS?
Mikko Kotila
1w
I remember you coming to Singapore back in the day and organizing a private dinner where you talked about becoming a TV leader. More than 10 years later, this update is a good lesson on the power of aspiration, intent, patience, and resilience.
Congratulations on the launch of Ventura! 🌟 I'm curious, how do you plan to measure the impact of these supply chain efficiencies on consumer experience? Excited to see where this innovation leads! On a different note, please feel free to send me a connection request; I’d love to connect!
Jeff, this is incredibly exciting news! Ventura has the potential to be a game-changer in the CTV advertising market. At Das Potenzial, we work with leaders across various industries and governments, and we understand the challenges of navigating complex supply chains and optimizing ad experiences. Ventura's focus on efficiency and transparency is a critical step towards creating a more sustainable and effective ecosystem for advertisers, publishers, and consumers alike. We applaud your vision and commitment to innovation, and we're confident that Ventura will drive meaningful progress in the CTV space. We're particularly interested in seeing how this new operating system enhances the consumer experience and fosters a more engaging and rewarding advertising environment. We wish you and the entire Trade Desk team tremendous success with this groundbreaking launch! We're eager to see the positive impact Ventura has on the future of streaming TV. Keep it up!!!