The Trade Desk has outlined plans to launch a new streaming TV operating system (OS), Ventura, into market in early 2025.

The new OS, backed by global streaming leaders including Disney, Paramount, Tubi and Sonos, aims to drive significant improvements in streaming TV advertising by addressing user experiences, advertising supply chain issues and conflicts of interest in the fragmented streaming TV arena.

The system promises a more intuitive and engaging user experience, including cross-platform content discovery, personalisation, subscription management, and fewer, more relevant ads. Ventura also pledges a cleaner supply chain for streaming TV advertising, minimising supply chain hops and costs, ensuring maximum ROI for every advertising dollar and optimised yield for publishers.

"We’re at a point in the evolution of streaming TV where we must ensure the supply chain of streaming TV advertising is competitive and transparent, so advertisers can maximise campaign performance, publishers can fund this new golden age of TV, and consumers have a better streaming TV ad experience," said CEO and Founder of The Trade Desk, Jeff Green.

"This innovation has to come in the OS, and it has to come from a company that brings the objectivity of not owning any streaming TV content. At The Trade Desk, all we want is a fair marketplace, where supply chain costs are minimised, and advertiser trust can thrive."

Ventura incorporates advances such as OpenPath and Unified ID 2.0 (UID2), enabling advertisers to value and price ad impressions across all streaming platforms more accurately, while finding relevant audiences with greater precision.

"Everyone from OEMs to airlines and hotel chains are now in the streaming TV aggregation business, and they’re all trying to figure out the advertising business model while improving the viewer experience," said SVP Ventura, The Trade Desk, Matthew Henick.

The Trade Desk expects that Ventura will be deployed by OEMs and other streaming TV aggregators as early as 2025.

"As the streaming TV landscape rapidly evolves, we are entering a new paradigm for TV advertising. These trends are driven not only by consumer adoption but also by the innovation in the marketplace. We look forward to seeing The Trade Desk continue to drive innovation that will create more efficiency and a more enjoyable TV experience," said SVP Addressable Advertising Sales, Disney Advertising, Jamie Power.

"The Trade Desk has been a great partner and real innovator in the programmatic space, and we are excited to see them bring their approach to the OS marketplace. Both broadcasters and consumers will undoubtedly benefit," said President of Paramount Advertising, John Halley.

"As viewers shift to streaming, it’s imperative that advertisers can find their audiences with precision and put as much of their campaign spend to work as possible. We look forward to building upon our existing partnership with The Trade Desk to bring this vision of a better CTV supply chain to life across our portfolio alongside other industry leaders," said CEO of Tubi Media Group, Paul Cheesbrough.

"At Sonos, we are committed to providing our customers with the very best home entertainment experience. We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS," said CEO of Sonos, Patrick Spence.