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Title: The Trade Desk Is Building a CTV OS Called Ventura

Link: https://tech.slashdot.org/story/24/11/21/2038...

The Trade Desk, one of the largest publicly traded advertising technology
companies in the world, is building a connected television operating system.
Axios reports: Existing OS providers, like Roku, Amazon's Fire TV and
Google's Android TV, have a conflict of interest because they own content,
[CEO and founder Jeff Green] said. Green believes that conflict of interest
has muddled the advertising ecosystem for everyone. "We're looking at a
concentration around a handful of players that lack objectivity," Green said.
"We think we're in a unique position to make the ecosystem better." [...]
Ventura, a nod to the company's headquarters in Ventura, California, will be
rolled out to the market in the second half of 2025, Green said. The company
has been working to build the system quietly for three years. While some OS
developers, such as Google, Amazon and Roku, have also developed their own
hardware devices to service their operating systems, Green said The Trade
Desk has "no intention of getting into the hardware business." Rather, it
will partner with other hardware companies, such as smart TV manufacturers,
as well as various television distributors, such as airlines, hotel chains,
and gaming companies, to bring its OS to their devices. Green believes
hardware companies will be excited about the opportunity to partner because,
in a competitive streaming environment, more hardware companies will need to
build advertising businesses to scale. [...] Because The Trade Desk's goal is
ultimately to improve a murky marketplace, Green said he isn't looking to
make money from the OS directly. Ventura will be successful if it drives more
pricing transparency and stronger measurement for the CTV advertising
ecosystem writ large, he said. "Ultimately, the measure of success will be,
do we have an ad auction that is so transparent that we can predict
outcomes?" The Trade Desk will benefit financially from a more transparent
ecosystem because it lacks a conflict of interest, Green said.

Read more of this story at Slashdot.

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