Trade Desk’s Ventura: A New Open CTV Marketplace
The Trade Desk has launched the Ventura Ecosystem, a connected TV-focused ad marketplace that aims to unify TV operating systems and streaming platforms around a more transparent, revenue-optimized model. Participants can use Ventura’s monetization tools and The Trade Desk’s ad tech stack, including OpenPath, Unified ID 2.0/EUID, OpenAds and the forthcoming OpenPass, to access increased programmatic demand and improved CPMs and fill rates. V (formerly VIDAA TV OS) and Nexxen are the first companies to join the ecosystem.
Key Takeaways
- Ventura lets TV OSs and streaming platforms plug into The Trade Desk’s monetization toolset to access broad DSP demand and improved CPMs.
- Core building blocks: OpenPath, Unified ID 2.0/EUID, OpenAds — OpenPass is the missing piece for cross-platform access.
- V (VIDAA) and Nexxen are first partners; V’s footprint (50M+ devices) provides immediate scale credibility.
- This is a strategic pushback against OEM/platform-owned ad silos, but success hinges on wider OS adoption and OpenPass rollout.
Why It Matters
The Ventura Ecosystem reframes CTV monetization as a cooperative, programmatic-first marketplace rather than a series of OEM-owned ad silos. For operators and publishers it promises higher CPMs and fill via integrated access to The Trade Desk’s DSP demand and identity stack — immediate upside for OEMs willing to cede control to a neutral marketplace. For advertisers it improves scale and addressability on devices that previously relied on proprietary marketplaces. But it also concentrates influence with The Trade Desk; momentum depends on fast adoption by major OSs and the rollout of OpenPass. If it scales, Ventura could become the anti-walled-garden narrative that reshapes CTV ad economics.
Read full article at mediaplaynews.com
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