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Advertising Operating Systems Television

The Trade Desk Is Building a CTV OS Called Ventura 28

The Trade Desk, one of the largest publicly traded advertising technology companies in the world, is building a connected television operating system. Axios reports: Existing OS providers, like Roku, Amazon's Fire TV and Google's Android TV, have a conflict of interest because they own content, [CEO and founder Jeff Green] said. Green believes that conflict of interest has muddled the advertising ecosystem for everyone. "We're looking at a concentration around a handful of players that lack objectivity," Green said. "We think we're in a unique position to make the ecosystem better." [...]

Ventura, a nod to the company's headquarters in Ventura, California, will be rolled out to the market in the second half of 2025, Green said. The company has been working to build the system quietly for three years. While some OS developers, such as Google, Amazon and Roku, have also developed their own hardware devices to service their operating systems, Green said The Trade Desk has "no intention of getting into the hardware business." Rather, it will partner with other hardware companies, such as smart TV manufacturers, as well as various television distributors, such as airlines, hotel chains, and gaming companies, to bring its OS to their devices.

Green believes hardware companies will be excited about the opportunity to partner because, in a competitive streaming environment, more hardware companies will need to build advertising businesses to scale. [...] Because The Trade Desk's goal is ultimately to improve a murky marketplace, Green said he isn't looking to make money from the OS directly. Ventura will be successful if it drives more pricing transparency and stronger measurement for the CTV advertising ecosystem writ large, he said. "Ultimately, the measure of success will be, do we have an ad auction that is so transparent that we can predict outcomes?" The Trade Desk will benefit financially from a more transparent ecosystem because it lacks a conflict of interest, Green said.
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The Trade Desk Is Building a CTV OS Called Ventura

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  • by Anonymous Coward
    It makes me sad that this is a thing.
    • Eh, don't worry, I'm sure Apple won't care that this operating system might be confused with MacOS Ventura...

      • The first thing I thought of was former Governor Jesse (The Body)
        (Has he been offered a job in the new administration yet?)

  • by Rosco P. Coltrane ( 209368 ) on Thursday November 21, 2024 @06:52PM (#64963685)

    conflict of interest has muddled the advertising ecosystem for everyone

    The advertising ecosystem can go fuck itself.

    That is all.

    • conflict of interest has muddled the advertising ecosystem for everyone

      The advertising ecosystem can go fuck itself.

      That is all.

      ^^ What he said. Additionally - burn all advertising down, piss on the ashes, and salt the fields.

      If advertising limited itself to pointing out the availability of products, where they can be obtained, and how much they cost, it would be fine. But when advertisers try to manipulate their audience to buy Buy BUY, they need to be put down. And when they gather personal data and track their prey around the internet and around the physical world, they need to be tortured to death. "Thou shalt not suffer an intr

      • by nadass ( 3963991 )
        Advertising-driven services are the worst.

        But the advertisers aren't those tracking things online, it's online services that collaborate with each other (see GOOGLE) and they compromise users' goodwill for their own corporate greed.

        (Yes, I am distributing the appropriate blame to all of the online services that proactively, knowingly, willfully share user data for the sole purpose of advertisers' moolah.)
  • Is the utter disinterest in users.

    This is the logical endpoint of Enterprise Software - something purpose-built to deliver something other than what the actual users want.

    • No, they are interested users. They think there is a conflict of interest because the other companies have users they have to cater to, which gets in the way of showing ads nonstop.
  • "to build advertising businesses to scale."

    You, the viewer, are the product.

    At least with OTA TV and most pre-digital cable/satellite TV, there was no way to track what you did or didn't watch.

    • by Dracos ( 107777 )

      The user is never the product. The user's data/activity is the product.

      Dairy farmers sell milk, not cows.

      • The user is never the product. The user's data/activity is the product.

        Dairy farmers sell milk, not cows.

        Having been a dairy farmer, you got a false premise. Dairy farmers sell both milk AND cows. You sell off most male calves at one age or another. Some make them steers and sell them after finishing in feed lots. Some sell them as calves, depending on the depth of their herd, to be raised as breedstock for other herds, or trade with neighbors to keep from having inbreeding becoming a problem. You also sell low producers to the fast-food hamburger producers.

        Now, if only the ad companies could figure out how to

  • by sziring ( 2245650 ) <szboo1@noSpAM.yahoo.com> on Thursday November 21, 2024 @07:01PM (#64963709)

    Sounds very similar to Roku.
    Formula:
    1) Come develop on our independant platform.
    2) gain market share and build out a internal streaming channel.
    3) take a piece of the advertising slots as leverage from others when they become dependant on the platform.

  • Another halfassed software stack meant to sell advertising while being quite poor at the reason for having it around to begin with: showing content I want to see, rather than content THEY want me to see.

    No fucking thanks. We already have versions of that from Google, Apple, and Amazon; and while they're enshittified with ads, at least the software is somewhat mature and actually works and we have a decent guarantee that the company and product will continue to exist in the future as an extension of platfor

  • Green believes that conflict of interest has muddled the advertising ecosystem for everyone. "We're looking at a concentration around a handful of players that lack objectivity," Green said. "We think we're in a unique position to make the ecosystem better."

    For everyone? Objectivity? What in the fucking fuck is this fucker on about? I certainly don't believe that anything he touches will be made better.

    • Green believes that conflict of interest has muddled the advertising ecosystem for everyone. "We're looking at a concentration around a handful of players that lack objectivity," Green said. "We think we're in a unique position to make the ecosystem better."

      For everyone? Objectivity? What in the fucking fuck is this fucker on about? I certainly don't believe that anything he touches will be made better.

      These other companies are only advertising companies some of the time. He believes in his cold black heart that only a purely advertising based company can truly bring the greatness of the advertising ideal to the masses.

      Essentially, this guy is publicly begging for someone to skull fuck him with a rusty chainsaw. God damn am I sick of advertising.

  • Is this a microkernel? Yet another Linux fork?? Perhaps a BSD derivative??? or a derivative of WindRiver???? A real from the ground up brand new OS might be technically interesting, but would seem a bit risky. I appreciate that they and their intended customers really don't give a fig about the technical underpinnings, or (probably) security and lots of other things that users might focus on ... but surely someone, somewhere is pitching a more complete story to folks closer to the hardware than the CEO and

    • It's going to be a re-skinned Android. They'll want to keep the bar low for app developers to port their existing streaming content apps to this OS. Going with Linux / unique mikrokernal / BSD would complicate app porting due to need for codecs and libraries.

      The organization is not touting their motivation as making a better TV OS. They're just saying they want to deliver one they control. Going with Android is the easiest way to achieve this goal.
  • In a way this is a form of art, but instead of giving people what they want (usually a high-quality monitor) they give people what they hate about modern TVs.

    It's like super villains of cartoon shows. They are "distilled evil". I find that fascinating. They produce products that make products including them worse, products with negative value.

  • A slashvertisment advertising a purveyor of an intrusive Orwellian advertising platform.
  • Yes, please develop an operating system that we can likely hack into and use to attack you directly.

    Do these fucking morons even think about basic security?

  • 15 years ago I bought a Westinghouse LVM-37w3. (They also made a 43" version). It is purely a monitor large enough to use for the den. It is fed by a my receiver which has a built-in video switch. All video sources, eg TV tuner, Blueray, computer, etc, connect to the receiver. I am still using this today.

    For a large selection of such monitors made today, checkout BHPhoto's "Commercial Display" pages:

    https://www.bhphotovideo.com/c... [bhphotovideo.com]

  • This is EXACTLY what the market and what the users want and need. TTD is offering the solution to streaming burnout. For years now, people have been complaining about the cost of having multiple streaming services. The "channels" offered by Roku and TV makers themselves generally suck: they have awful programming interrupted way too frequently by long advertising breaks. What TTD is offering is a platform that enables anyone to offer programming. In addition to allowing the broadcast stations access to a ta
  • you are an advertiser -

I'd rather just believe that it's done by little elves running around.

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