The advertising technology company the trade desk (TTD.US) announced the launch of a brand new streaming television operating system called Ventura. TTD will collaborate with smart tv original equipment manufacturers and other streaming television aggregators to complete the deployment of Ventura.

The launch of Ventura marks a significant advancement in streaming television operating systems, addressing a series of major issues faced by current mainstream streaming television operating systems, including a lack of smooth user experience, inefficient advertising supply chains, and conflicts of interest in content push.

TTD expects that original equipment manufacturers and other streaming television aggregators will begin deploying Ventura as early as next year. Ventura has already received widespread support from the industry.