The Trade Desk announced the launch of the Ventura Ecosystem on February 24, 2026, bringing together the company’s demand‑side platform with two early partners: V, the operating system formerly known as VIDAA TV OS, and Nexxen, a global unified advertising technology platform. The partnership gives the ecosystem a reach of more than 50 million connected devices and a suite of advanced advertising tools that can be accessed directly through The Trade Desk’s technology.
The core business rationale behind Ventura is to create a fairer, more transparent marketplace for connected‑TV (CTV) advertising. By integrating TV operating systems and streaming partners, the platform aims to improve fill rates and revenue opportunities for publishers and buyers alike. The initiative responds to a broader industry need for open, data‑driven solutions that reduce the opacity of current CTV inventory sales and enable advertisers to target audiences more precisely.
CTV advertising is a rapidly expanding segment, with analysts projecting tens of billions of dollars in spend over the next few years. The Trade Desk’s position as the leading independent DSP gives it a competitive advantage in this space, but the company faces pressure from large platform owners such as Roku, Amazon Fire TV, and Google TV, who run their own closed ecosystems. Ventura seeks to counter that trend by offering an open marketplace that is not tied to a single vendor’s agenda.
V brings a 50‑million‑device footprint that spans a wide range of smart‑TV brands, while Nexxen contributes data‑rich targeting and programmatic capabilities that have already proven effective in other markets. The partnership signals The Trade Desk’s intent to scale the ecosystem quickly, with additional TV operators expected to join in the coming months.
The launch positions The Trade Desk to capture a larger share of the growing CTV spend, potentially boosting its connected‑TV revenue segment and reinforcing its broader growth strategy. By providing advertisers with direct access to premium inventory, the platform could lift CPMs and improve campaign performance, while publishers gain a new revenue stream and better inventory control.
"While media consolidation may receive the attention, streaming's future depends on something else: a healthy ecosystem with fair platforms and advertising that works," said Matthew Henick, SVP, Consumer Products, at The Trade Desk. "Most TV operating systems today are owned by companies that are focused on their own agendas, rather than strengthening the broader marketplace and creating winning opportunities for everyone. The Ventura Ecosystem is different; we're building it together with contributors, like V and Nexxen, to create an open marketplace centered around collaboration and delivering value to all Ventura Ecosystem participants." "In aligning with The Trade Desk's Ventura, we are intentionally and broadly opening the opportunity. Our agreement represents the next major step in evolving the ways CTV is bought for the better," added Guy Edri, CEO, V.
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