Trade Desk’s Ventura recruits TV OS and SSP muscle
The Trade Desk launched the Ventura Ecosystem, positioning it as a collaboration to improve transparency, identity, measurement, and monetization in programmatic CTV advertising. Independent TV OS provider V (formerly VIDAA) and ad tech platform Nexxen are the first partners, with integrations expected to go live within weeks and initially focused on SSP integrations and The Trade Desk tools such as OpenPath, UID2/EUID, Open Pass, and upcoming OpenAds. The article also cites The Trade Desk’s 2025 results (including $13.4B gross ad spend and $2.89B revenue) alongside its Q1 2026 revenue outlook.
Key Takeaways
- Ventura Ecosystem launches with V and Nexxen as first partners; go-lives targeted within weeks
- Initial focus is SSP integrations to quickly impact auctions, fill, and CPMs via a “cleaner” supply path
- Partners will tap OpenPath, UID2/EUID, Open Pass, and (soon) OpenAds to standardize identity and measurement
- V brings scale (50M+ devices) across OEM footprints (e.g., Hisense, Toshiba) that Nexxen can activate programmatically
- Move lands alongside TTD’s 2025 results ($13.4B gross ad spend; $2.89B revenue) and a softer Q1 2026 revenue outlook (≥$678M)
Why It Matters
CTV’s core bottleneck isn’t demand—it’s the messy supply chain: duplicated hops, fragmented identity, and inconsistent measurement that depress pricing and trust. Ventura Ecosystem is The Trade Desk’s bid to make the TV OS layer an ad-tech “standard setter,” pulling OEM inventory closer to its buying rails (OpenPath + UID2) while promising partners better yield. The meme to watch: “OS as supply-chain control point.” If more OSes/SSPs join, Ventura could shift leverage away from walled-garden OS owners toward an interoperable, TTD-centered marketplace—good for transparency, but also a power consolidation story in disguise.
Read full article at streamtvinsider.com
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