Strictly Business The Trade Desk’s Matthew Henick Talks Ventura, the OS Looking to Change the Smart TV Game
Aug 29, 2025
Matthew Henick, SVP of Ventura TV OS for The Trade Desk, discusses the innovative new operating system poised to shake up the smart TV landscape. He reveals how Ventura aims to improve user experience and bolster transparency in connected TV advertising. Their vision includes tackling challenges in search functionality and retailer strategies amid market shifts. Henick also highlights the need for a cohesive viewing experience while addressing competitive pressures from other OS providers like Walmart and Vizio.
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Objectivity As The Core Differentiator
- Ventura aims to be an objective OS to protect publishers and users from walled-garden control.
- The Trade Desk believes objectivity will improve how ad dollars flow and preserve open-internet media.
Level Playing Field For Publishers
- Ventura promises a level playing field so publishers don't compete with the OS owner.
- That should help publishers get fair visibility and preserve their customer relationships.
Make The Supply Chain Transparent
- Clarify the supply chain so inventory stays with publishers and OEMs divide revenue fairly.
- Use transparent auctions so advertiser spend reaches publishers without multiple unnecessary taxes.