Ventura OS

Ventura is a new kind of TV operating system — one that puts content, control, and value back in the hands of the people who make TV possible: the manufacturers, the creators, the advertisers, and the audience.

We’re building a smarter, more transparent future for connected TV, one where viewers get a better experience and partners get more of what they deserve.

Ventura was created inside The Trade Desk — one of the world’s most trusted advertising technology platforms. With deep insight into the CTV landscape, we saw how current OS models can limit control, transparency, and long-term growth for manufacturers and media providers. So, we built something different.

Ventura is a fully integrated, customizable smart TV OS designed to create value across the entire connected TV ecosystem.

Today’s CTV advertising ecosystem is still young. As it matures, there is an opportunity to ensure the marketplace for CTV advertising is transparent and competitive, with an efficient supply chain. Ventura is bringing this vision to life, helping OEMs control their advertising future, enabling publishers to understand the full scope of advertising demand, and allowing advertisers to put as much of their campaign dollars to work as possible.

Ventura restores the balance. We provide a customizable, content-first experience — one that helps OEMs build a branded, ongoing relationship with users and helps publishers monetize with greater transparency and control.