How publishers and consumers benefit from a neutral TV OS

Matthew Henick, SVP of consumer products at The Trade Desk (TTD), believes the “OS layer is consuming TV”.

His argument is that CTV OS providers have tremendous power, and when they have their own content services and ad inventory, it creates a conflict of interest with both content publishers and audiences.

TTD created its own Ventura TV OS with a promise of neutrality, and Henick explains how this benefits all stakeholders, including advertisers.