The Trade Desk is indeed building a CTV operating system. So much for shutting down those rumors. Weeks ago, CEO Jeff Green insisted they were off-base. Turns out, they’re only off-base if you think this OS will compete with others in the space. Classic ad tech boss sleight of hand: What they don’t say is often as revealing as what they do.
Here’s the lowdown on what this move is (and isn’t).
WTF is The Trade Desk doing?
It’s rolling out its own smart TV operating system Ventura, giving it direct control over the streaming TV experience. This paves the way for even more growth in its booming CTV ad business, which already makes up nearly half of its ad revenue and is still surging.
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