Colin and I are excited to welcome The Trade Desk’s SVP of Ventura TV OS Matthew Henick to the podcast for a deep dive interview about the company’s entrance into the ultra-competitive TV OS industry. Matthew explains why the Ventura OS is strategic to The Trade Desk’s core Demand-Side Platform, intended to drive more transparency in the CTV ad supply chain. 

Matthew’s perspective is that current operating systems’ lack of transparency creates pain points across the CTV industry, for advertisers, streaming providers, TV manufacturers, retailers and importantly viewers. For The Trade Desk the keys to resolving these pain points are enabling TV manufacturers with a sustainable, recurring business model while empowering streaming providers to optimize the value of their inventory. With a transparent TV OS, The Trade Desk’s DSP can further leverage its clients’ CTV ad spend. 

Matthew gets into the fine details of Ventura’s competitive advantages and how it will be distributed to traditional TV manufacturers, retailers and hardware providers, plus new segments like hospitality, airlines and others. Last but not least, Matthew asserts The Trade Desk’s commitment to objectivity means that unlike other TV OS providers, it will never build its own CTV, start its own streaming service nor present at a NewFront. 

Listen to the podcast to learn more (39 minutes, 22 seconds)

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