As connected television continues to reshape the media landscape, industry leaders are seeking new models to improve transparency, monetization, and collaboration across streaming platforms. The Trade Desk has introduced the Ventura Ecosystem, a new industry initiative designed to advance programmatic innovation and create a more open marketplace for CTV advertising.
The Trade Desk announced the launch of the Ventura Ecosystem, an expansion of its Ventura platform aimed at bringing together global television operating systems and streaming platforms under a shared framework for programmatic advertising. The initiative focuses on improving transparency and revenue optimization while enabling participants to unlock greater value from connected TV inventory.
The Ventura Ecosystem is positioned as a collaborative environment where partners can leverage Ventura’s monetization tools while maintaining control over their platforms and user experiences. TV operating system V, previously known as VIDAA TV OS, and advertising technology company Nexxen have joined as the first collaborators. V currently powers more than 50 million connected devices worldwide, providing significant scale for the initiative’s early adoption phase.
“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.”
The collaboration builds on Nexxen’s earlier agreement enabling programmatic activation of premium native smart TV advertising through the V operating system across original equipment manufacturers including Hisense and Toshiba televisions. With the new ecosystem, programmatic access to that inventory will expand further through Ventura powered infrastructure.
“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.”
Integration with the Ventura Ecosystem is designed to be lightweight, allowing operating systems to activate monetization capabilities quickly while retaining brand and system control. Participants gain access to The Trade Desk’s advertising solutions, including OpenPath, Unified ID 2.0, OpenAds, and OpenPass, which support privacy conscious targeting, simplified supply paths, and improved measurement.
The launch of the Ventura Ecosystem reflects broader industry efforts to standardize connected TV advertising infrastructure. As streaming platforms expand and programmatic demand grows, collaborative ecosystems are emerging as a key mechanism for improving efficiency, transparency, and long term revenue growth across the CTV marketplace.
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