Matthew Henick of the Trade Desk Parish Ventura, the operating system for Smart TV
TV buyers will soon have another option to weigh what Smart TV buy.
The digital advertising giant The Trade Desk has developed a new operating system, known as Ventura, which should be launched in the near future and which changes the situation for connected television space.
According to the SVP of Ventura de TTD, Matthew Henick, the objective of the operating system is to “bring objectivity as a basic principle and improve the way in which money flows” between content publishers, advertisers, manufacturers and even retailers.
“Objectivity has been an important part of the commercial office since our foundation, we therefore intend to bring it to the CTV space,” said Henick in the last episode of the Variety Podcast “strictly business”. “And we think this has advantages for each participant along the way.”
Among these advantages: TTD offers television manufacturers (AKA manufacturers of original equipment, or OEM), an intriguing agreement in which OEMs obtain more control over the inventory of ads, and therefore harvesting a large part of the income, Ventura, rather than the owners of the operating system who take a significant reduction in the two, as is typical.
“This means that each dollar that an advertiser wants to spend goes directly to the publisher and not being taxed by several parties between the two who may not contribute as much value as they should be,” said Henick.
It is a high objective, of course, but Ventura will enter a crowded space with high competition and low margins, not to mention an unexplored territory for its parent company. But Henick believes that, if TTD succeeds in his ambitions, it will be a situation of “rising tide raises all the boats” for the disputed CTV activity.
“We don’t do this as a philanthropic exercise,” he said. “We do it because we think that more transparency in the CTV ecosystem will benefit our core business. And if this benefits our core business, which allows us to make advertisers more effective in their campaigns and, frankly, bring more dollars to media companies that invest in this incredible content.
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