VIDAA joins Ventura initiative for more equitable ads marketplace
The Trade Desk has launched an initiative to bring global TV operating systems and streaming platforms together to create a more transparent, collaborative marketplace for connected TV advertising.
The company promises that Ventura Ecosystem will unlock more revenue opportunities for TV OEMs, OS providers and streaming content owners.
The marketplace is likely to include home-screen ads, pause ads, and other OS-owned inventory, as well as in-stream FAST channel content.
“Ventura is building a future for CTV advertising where value and revenue can flow to those building the TV experience, and where viewers can enjoy a better streaming experience,” comments Matthew Henick, SVP, consumer products at The Trade Desk.
The Trade Desk has introduced its own smart TV OS platform, Ventura, which forms part of the Ventura Ecosystem.
Third-party TV OS
The first third-party TV OS will be VIDAA – which is rebranding to V. This powers 50+ million connected devices globally on 400 brands, including Hisense and Toshiba.
The Trade Desk says participating operating systems maintain control of their brand, system and user experience when part of the Ventura Ecosystem.
“By opening up to other OS providers and industry partners, we can drive more impact and allow others to benefit from some of the best parts of our streaming OS, including tools like OpenPath, UID2/EUID, OpenPass, and soon OpenAds,” Henick explains.
He is referring to The Trade Desk ad solutions. OpenPath provides a simplified, direct connection between ad buyers and sellers, and clients will now be able to access V’s inventory via this direct OpenPath connection.
UID2/EUID (Unified ID 2.0) is an identity solution for privacy-focused targeting and measurement.
OpenAds is designed to increase transparency and fairness in the programmatic advertising supply chain, while OpenPass is a single sign-on solution to encourage personalisation.
Nexxen, the DSP and SSP provider that is V’s exclusive monetisation partner, has also joined the Ventura Ecosystem.
Last year, Nexxen introduced the ability to programmatically activate native smart TV advertising with the V OS across many OEMs, including Hisense and Toshiba.
Inventory from V/Nexxen should be available within the Ventura Ecosystem in early Q2/26.
Henick is convinced programmatic advertising in connected TV needs a shake-up to make it more transparent and fairer.
Healthy ecosystem
“While media consolidation may receive the attention, streaming’s future depends on something else: a healthy ecosystem with fair platforms and advertising that works,” he declares.
“Most TV operating systems today are owned by companies that are focused on their own agendas, rather than strengthening the broader marketplace and creating winning opportunities for everyone.
“The Ventura Ecosystem is different,” he continues. “We’re building it together with contributors, like V and Nexxen, to create an open marketplace centred around collaboration and value for all participants.”
The prize for ‘contributors’ (streamers, TV OSes, OEMs and even ad platforms), according to The Trade Desk, is access to increased programmatic demand, better CPMs and stronger fill rates.
“Ultimately, this model improves the audience experience, gets more amazing content funded and helps the industry continue to grow.”
Guy Edri, CEO of V, declares: “We share a similar vision to The Trade Desk: offer advertisers and industry partners a more open and equitable OS and advertising supply chain.
“That’s the promise of V as an independent TV OS. This is the beginning of a great journey for V, Nexxen and The Trade Desk’s Ventura.”
Ofer Druker, CEO of Nexxen, adds: “With last year’s launch of programmatic activation capabilities, we enable CTV OEMs – led by V – to monetise their inventory, and buyers to reach engaged audiences.
“By aligning with The Trade Desk’s Ventura, we are intentionally and broadly opening the opportunity.”
Henick concludes: “We welcome all OS or industry partners who are interested in working together to solve the industry’s biggest problems: clean identity, transparent measurement and fairer auctions.”
Matthew Henick is speaking at Connected TV World Summit, March 10-11.