"Leading the effort is Matthew Henick, SVP of Ventura OS, who joined The Trade Desk last year after a brief stint as CEO of Deep Voodoo, the AI startup founded by "South Park" creators Trey Parker and Matt Stone. He's also had executive roles at Epic Games (as VP of metaverse development), Facebook (as VP of content strategy and planning) and BuzzFeed (as head of BuzzFeed Studios)."
"The idea behind Ventura, according to The Trade Desk, is to build a neutral smart TV operating system that will allow hardware manufacturers and publishers to control their data and ad inventory. TTD claims to avoid conflicts of interest, because it doesn't own content or inventory. According to Henick, a "vanilla version" of the product is complete, and TTD is in talks with TV manufacturers and partners like DirecTV to develop and distribute customized versions of the OS."
The Trade Desk announced Ventura OS to power the viewing experience on smart TVs with an open, ad-supported operating system. Ventura aims to be a neutral platform that lets hardware manufacturers and publishers retain control of their data and ad inventory while avoiding content or inventory ownership conflicts. Matthew Henick leads Ventura OS after roles at Deep Voodoo, Epic Games, Facebook, and BuzzFeed. The project lost an initial hardware partner, Sonos, and ongoing US tariff-related economic uncertainty has complicated hardware discussions. A vanilla version is complete, and The Trade Desk is negotiating with TV manufacturers and partners like DirecTV for customized deployments.
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