TTD launches Ventura. A Bold Step in CTV, But the Hard Work Starts Now.
The Trade Desk’s announcement of Ventura, its Connected TV operating system, is a strong signal of where the future of connected TV is headed. By directly addressing inefficiencies in the ad supply chain and pledging an “advertisers-first” approach, The Trade Desk has positioned Ventura as a potential game-changer for the industry.
But let’s not get ahead of ourselves. Breaking into the OS space is no small feat. Established players like Roku, Amazon Fire TV, and Google TV dominate the ecosystem, not just because of their scale but because they’ve built deeply entrenched relationships with OEMs, publishers, and consumers. ‘Google TV’ is key selling point. Ventura is stepping into a crowded field where trust and adoption are already spoken for.
The Trade Desk’s ambitions are admirable, but execution will be the ultimate test. The good news is, they have their track record to rely on to take on the big guys.
The Reality for CMOs
As someone who has seen waves of innovation in AdTech come and go, here’s my view: Ventura holds real promise, but CMOs should approach it pragmatically. What The Trade Desk offers in transparency and targeting precision will only matter if it can deliver tangible results for advertisers at scale.
The success of Ventura will hinge on three key factors:
OEM Partnerships: Without widespread adoption by major smart TV manufacturers, Ventura risks being a niche product. Scale is non-negotiable for advertisers.
Real Viewer Benefits: Claims of better user experiences and streamlined content discovery are welcome—but the proof will be in the actual execution. Consumers don’t care about ad supply chains; they care about content access and seamless experiences.
Competitive Pushback: Existing players will not roll over. Roku and Amazon, for instance, have both the resources and the incentive to strengthen their offerings in response to Ventura’s entry. This will force The Trade Desk to innovate faster than ever.
For CMOs: How to Navigate This Development
Ventura is a development worth keeping track of, but CMOs should test the waters before committing fully. Here’s how:
Track OEM Integration: Keep a close eye on which manufacturers sign up to support Ventura. Without significant adoption, reach and scale will be limited. Unless, they convince Sony or LG to go with them. If they do, then they are as good as gold.
Start Small: When Ventura rolls out, pilot campaigns in specific markets or demographics to evaluate its real-world performance. Use this as a benchmark to compare it against established platforms. For example Sonos will probably be on board to try things out on a limited scale.
Leverage Competition: The arrival of Ventura is likely to spur existing platforms to offer better pricing, transparency, or capabilities. Use this as leverage in your media buying negotiations.
Focus on Flexibility: The CTV landscape is far from static. Maintain a diversified media strategy that can adapt to shifts in platform dominance or consumer behavior.
When Ventura Will Matter
Ventura will matter when it consistently demonstrates three things:
Lower Costs, Higher Returns: A cleaner ad supply chain must translate into better ROI for advertisers. Anything less is just talk.
Powerful Targeting: If Ventura’s global content IDs can consistently outperform traditional targeting methods, it will earn its place in advertisers’ budgets.
Scale and Adoption: Partnerships with leading OEMs and streaming aggregators are the linchpin of its success. Without them, Ventura will struggle to be relevant.
Until these conditions are met, CMOs should view Ventura as a promising opportunity for better CTV precision that one must be prepared to take advantage of when the time is right.
The Bigger Picture
Ventura is more than just another product launch—it’s a sign that the CTV advertising landscape is evolving. Advertisers are demanding transparency, efficiency, and accountability, and The Trade Desk is positioning itself as the platform of choice for this new era.
That said, bold promises are easy; bold results are not. The platforms Ventura competes with are far from complacent, and its success will depend on how well it can execute, innovate, and scale. I sure hope they do for competition and innovation is good for the consumers. Truth be told, I am optimistic.
For CMOs, the lesson is clear: watch closely, test rigorously, and always stay flexible. Ventura may or may not redefine the future of CTV, but it’s part of a larger shift that no advertiser can afford to ignore.
And if you already have TTD as your DSP vendor, even better, as them for a trial discount to test waters when ready. They would be happy to oblige.
The game is changing. Ventura might rewrite the playbook, but it won’t get to decide the rules without a fight.
Here is the video of The Trade Desk CEO Jeff Green announcing the launch.
