Trade Desk Launches Ventura CTV Ecosystem with V, Nexxen
The Trade Desk has unveiled the Ventura Ecosystem, an industry collaboration aimed at optimizing programmatic advertising in connected TV (CTV). Built on its Ventura platform, the ecosystem unites global TV operating systems and streaming platforms to foster transparency, revenue growth, and a thriving marketplace.
Participants gain access to Ventura’s monetization tools, unlocking higher revenue from CTV inventory. Launch partners include V (formerly VIDAA TV OS, powering 50 million+ devices) and Nexxen, a unified ad tech platform specializing in data and advanced TV.
Leadership Quotes on Collaboration
“Streaming’s future depends on a healthy ecosystem with fair platforms and advertising that works,” said Matthew Henick, SVP of Consumer Products at The Trade Desk. He contrasted Ventura’s open approach with TV OS platforms driven by self-interested owners, noting collaborations with V and Nexxen create value for all.
V CEO Guy Edri added: “We share a vision for an open, equitable OS and advertising supply chain. This is the beginning of a great journey for V, Nexxen, and Ventura.”
Nexxen CEO Ofer Druker highlighted their prior multiyear deal with V for programmatic smart TV ads on Hisense and Toshiba devices: “Aligning with Ventura opens opportunities, evolving how CTV is bought for the better.”
Easy Integration, Powerful Tools
Joining is lightweight: Activate Ventura’s engine with minimal effort while retaining control over branding and user experience. Benefits include boosted demand, CPMs, and fill rates via The Trade Desk solutions:
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OpenPath: Direct buyer-seller connections.
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Unified ID 2.0/EUID: Privacy-focused targeting and measurement.
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OpenAds: Enhanced supply chain fairness and trust.
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OpenPass: Personalized SSO for users and ads.
More partners are expected soon, promising broader impact.
About the Players
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Ventura: The Trade Desk’s platform for OEMs, advertisers, and publishers, prioritizing viewer experience. Learn more at VenturaTVOS.com.
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Nexxen: Global DSP/SSP with data-driven CTV tools; Nasdaq: NEXN.
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V: Smart TV leader since 2014 (as VIDAA), with 400+ partners and 50M+ devices.
