The Trade Desk declared 2024 a "banner year for CTV" and they sure stick to their word!
Our powerful and innovative partner in advertising technology is poised to change the connected television (CTV) advertising landscape with its upcoming operating system, Ventura. This bold move addresses the conflicts of interest in the current CTV ecosystem, where dominant players like Roku, Amazon Fire TV, and Google TV often prioritize their content over advertiser needs.
Why Ventura?
The Ventura name is a nod to the company's headquarters in Ventura, California. The connected television operating system will be rolled out to the market in the second half of 2025. It will be a valuable alternative to the current CTV ecosystem, where dominant players like Roku, Amazon Fire TV, and Google TV often prioritize their content over advertiser needs.
The Trade Desk's privacy framework, called Unified ID 2.0 - a cookie-less ad-targeting framework - will be part of Ventura, says Founder and CEO at The Trade Desk, Jeff Green in an interview with Axios.
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.
Ads to the right audience at the right time
The Trade Desk announced that Ventura will foster a more transparent advertising ecosystem, allowing advertisers to gain deeper insights into audience behaviour and campaign performance.
By leveraging advanced data and analytics, Ventura will enable advertisers to deliver highly targeted and personalized ads to the right audience at the right time.
Ventura's open and neutral approach will level the playing field for advertisers and content providers, promoting fair competition and innovation.
A new era of CTV advertising
By addressing the limitations of existing platforms and providing a more transparent and equitable solution, Ventura has the potential to reshape the future of CTV advertising.
Please reach us for a talk about how Global Data Resources in partnership with The Trade Desk can help you offer your clients CTV advertising in an open campaign environment.
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