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AdTechGod Pod

The Refresh News: The Trade Desk’s Ventura OS: Disrupting CTV, Monetization, and User Experience

Nov 20, 2024
Join industry heavyweights Tony Marlow, CMO of LG Ads, Scott Ensign, Chief Strategy Officer at Butler Till, and Shiv Gupta, Founder of U Of Digital, as they dissect The Trade Desk's upcoming Ventura OS. They explore how Ventura could revolutionize CTV advertising by solving conflicts of interest, enhancing user experience, and creating stronger partnerships. The discussion also highlights challenges in interoperability, the impact on monetization strategies, and the transformative role of AI in content discoverability. Dive into the chaos of the CTV landscape and the exciting future ahead!
43:38

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Quick takeaways

  • The Trade Desk's Ventura OS aims to disrupt the CTV landscape by fostering better monetization strategies and enhancing user experience.
  • Establishing crucial partnerships with OEMs will be essential for the success of Ventura in the competitive connected television market.

Deep dives

Trade Desk's New TV Operating System: Ventura

The Trade Desk announced Ventura, a new TV operating system expected to launch in 2025, aiming to distinguish itself from competitors like Roku and Amazon. It plans to address conflicts of interest by offering an independent product not tied to content ownership. There is skepticism about whether Ventura will function more as an integrated solution within existing products rather than a standalone operating system. Key factors for its success will involve establishing hardware partnerships, software development, and ensuring a positive user experience to support ad revenue.

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