The Ventura Ecosystem aims to unite global TV operating systems and industry partners to create a more transparent, collaborative, and revenue-optimized marketplace for CTV advertising
Today, The Trade Desk’s Ventura, the platform built for a fairer and more transparent streaming ecosystem, takes the next step in its vision to optimize programmatic advertising in connected TV (CTV) with the launch of the Ventura Ecosystem. The Ventura Ecosystem is an industry collaboration that brings global TV operating systems and streaming platforms together to create a more transparent and revenue‑optimized marketplace, so theindustry can continue to grow and thrive. Through the Ventura Ecosystem, participants can leverage Ventura’s monetization toolset to help unlock more revenue opportunities and realize the full value of CTV advertising. V (previously VIDAA TV OS) powers more than 50 million connected devices worldwide, and Nexxen, a global unified advertising technology platform with deep expertise in data and advanced TV, are the first companies to join the Ventura Ecosystem.
“While media consolidation may receive the attention, streaming’s future depends on something else: a healthy ecosystem with fair platforms and advertising that works,” said Matthew Henick, SVP, Consumer Products, The Trade Desk. “Most TV operating systems today are owned by companies that are focused on their own agendas, rather than strengthening the broader marketplace and creating winning opportunities for everyone. The Ventura Ecosystem is different; we’re building it together with contributors, like V and Nexxen, to create an open marketplace centered around collaboration and delivering value to all Ventura Ecosystem participants.”
V and Nexxen Join the Ventura Ecosystem
Beginning today, TV operating system V and global advertising technology platform, Nexxen, have signed on as the first Ventura Ecosystem collaborators.
Last year, Nexxen introduced the ability to programmatically activate premium native smart TV advertising through a strategic multiyear agreement with the V operating system across many OEM’s, inclusive of Hisense and Toshiba televisions. Now, programmatic access to that CTV inventory is also available through Nexxen, with plans to be powered by the Ventura Ecosystem.
“When I met with The Trade Desk, I realized we share a similar vision: offer advertisers and industry partners a more open and equitable OS and advertising supply chain. That’s the promise of V as an independent TV OS. This is the beginning of a great journey for V, Nexxen and The Trade Desk’s Ventura,” said Guy Edri, CEO, V.
“With last year’s launch of programmatic activation capabilities in our growing CTV OEM marketplace, led by V (previously VIDAA), Nexxen has assumed a leadership role in an industry that historically lacked standardization, transparency and efficiency. Leveraging our full-stack ad tech platform, we are innovating in ways that enable CTV OEMs to monetize their inventory, and buyers to seamlessly reach highly engaged audiences at moments of key decision-making,” said Ofer Druker, CEO, Nexxen. “In aligning with The Trade Desk’s Ventura, we are intentionally and broadly opening the opportunity. Our agreement represents the next major step in evolving the ways CTV is bought for the better.”
Lightweight Integration to Help Maximize Impact
Integration with the Ventura Ecosystem is simple. The Ventura monetization engine can be activated with minimal effort to unlock revenue quickly, while participating operating systems maintain control of their brand, system, and user experience. Through collaboration and development of industry standards, the intent is for Ecosystem contributors to gain access to increased programmatic demand, better CPMs, and stronger fill rates through seamless access to The Trade Desk’s ad tech solutions, including:
- OpenPath: Offers a simplified, direct connection between ad buyers and sellers
- Unified ID 2.0/EUID: Identity solution that enables holistic targeting and measurement in a privacy-conscious way
- OpenAds: Designed to increase fairness, transparency, and trust in the supply chain
- OpenPass: A single sign-on solution that offers a more personalized user and advertising experience
Ventura is building a future of CTV advertising where value and revenue can flow to those building the TV experience, and where viewers can enjoy a better streaming experience. More partners are expected to join the Ventura Ecosystem soon, further expanding its reach and impact.
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