"Objectivity has been an important part of The Trade Desk since our founding, so we intend to bring that to the CTV space,"
"This means that every dollar that an advertiser wants to spend will get directly to the publisher and not be taxed by multiple parties in between that perhaps aren't contributing as much value as they should be,"
"We're doing it because we believe that more transparency in the CTV ecosystem will benefit our core business. And if it benefits our core business, that allows us to make advertisers more effective in th"
The Trade Desk is developing Ventura, a new connected-TV operating system designed to increase transparency and change ad-money flows across the CTV ecosystem. Ventura intends to make objectivity a core principle and to shift control of ad inventory toward TV manufacturers so OEMs retain more revenue. The model aims to deliver advertiser dollars directly to publishers and reduce fees taken by intermediaries. Ventura will enter a competitive, low-margin CTV market and aims to improve advertiser effectiveness and benefit all ecosystem participants if successful. The Trade Desk positions the move as aligned with its business interests rather than philanthropy.
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