The Trade Desk’s Ventura, a platform designed for the streaming ecosystem, has launched the Ventura Ecosystem, an industry collaboration aimed at optimizing programmatic advertising in connected TV (CTV) by bringing together global TV operating systems and streaming platforms, with V (formerly VIDAA TV OS) and Nexxen as initial participants.
The Ventura Ecosystem is intended to create a more transparent and revenue-optimized marketplace, facilitating growth within the industry. Participants can utilize Ventura’s monetization toolset to unlock additional revenue opportunities and maximize the value of CTV advertising. V, which powers over 50 million connected devices globally, and Nexxen, a unified advertising technology platform with expertise in data and advanced TV, are the first companies to join this initiative.
Matthew Henick, SVP, Consumer Products, The Trade Desk, stated, “While media consolidation may receive the attention, streaming’s future depends on something else: a healthy ecosystem with fair platforms and advertising that works. 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.”
As of today, V and Nexxen have formally signed on as the inaugural collaborators in the Ventura Ecosystem. Last year, Nexxen established programmatic activation capabilities for premium native smart TV advertising through a multiyear agreement with V, covering various OEMs, including Hisense and Toshiba televisions. Programmatic access to this CTV inventory is now also available via Nexxen, with plans for it to be powered by the Ventura Ecosystem.
Guy Edri, CEO, V, commented on the collaboration, saying, “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.”
Ofer Druker, CEO, Nexxen, added, “With last year’s launch of programmatic activation capabilities in our growing CTV OEM marketplace, led by V, 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. 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 straightforward. The Ventura monetization engine can be activated with minimal effort for quick revenue generation, while participating operating systems retain control over their brand, system, and user experience. Through collective development of industry standards, the Ecosystem aims to provide contributors with increased programmatic demand, improved CPMs, and stronger fill rates via seamless access to The Trade Desk’s ad tech solutions, which include:
OpenPath: Offers a simplified, direct connection between ad buyers and sellers.
Unified ID 2.0/EUID: An identity solution that facilitates holistic targeting and measurement in a privacy-conscious manner.
OpenAds: Designed to enhance fairness, transparency, and trust within the supply chain.
OpenPass: A single sign-on solution that aims for a more personalized user and advertising experience.
Ventura seeks to build a future for CTV advertising where value and revenue are directed toward those creating the TV experience, ultimately providing viewers with an improved streaming experience. More partners are anticipated to join the Ventura Ecosystem in the near future, expanding its reach and impact.
