TV buyers will soon have yet another option when weighing what smart TV to purchase. Digital advertising giant The Trade Desk has been developing a new operating system, known as Ventura, which is set to launch in the near future and is being positioned as a game-changer for the connected TV space.
According to TTD’s SVP of Ventura, Matthew Henick, the aim of the OS is to “bring objectivity as a core principle and to improve how the money flows” between content publishers, advertisers, manufacturers and even retailers.
“Objectivity has been an important part of The Trade Desk since our founding, so we intend to bring that to the CTV space,” said Henick on the latest episode of the Variety podcast “Strictly Business.” “And we think that has benefits for every participant along the way.”