On Wednesday, The Trade Desk Inc (NASDAQ:TTD) unveiled Ventura, a new streaming TV operating system (OS) designed to address inefficiencies in the streaming TV advertising landscape.

The company plans to deploy the system in collaboration with smart TV original equipment manufacturers (OEMs) and other streaming aggregators. The stock price gained after the update.

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The Trade Desk aims to tackle cumbersome user experiences, inefficient ad supply chains, and content conflicts of interest challenges.

Ventura's innovation focuses on creating a seamless viewer experience and a more efficient advertising ecosystem.

Ventura aims to provide a more intuitive user interface, offering cross-platform content discovery, enhanced personalization, and simplified subscription management. The system will also reduce the frequency of ads by making them more relevant to viewers, the company said.

Ventura minimizes advertising supply chain costs through a streamlined approach, ensuring advertisers achieve maximum return on investment (ROI) while publishers benefit from optimized yields.

By integrating OpenPath and Unified ID 2.0 (UID2), Ventura enables precise audience targeting and accurate valuation of ad impressions across platforms.

Ventura has garnered widespread support from industry leaders. Companies like Walt Disney Co (NYSE:DIS), Paramount Global (NASDAQ:PARA), Tubi, and Sonos have expressed optimism about Ventura's potential to improve advertising efficiency and enhance user experiences, the company said.

According to The Trade Desk, Ventura will likely roll out through OEMs and other streaming aggregators as early as 2025. This aligns with the growing trend of consumers shifting from traditional cable TV to streaming platforms, with significant media companies increasingly adopting ad-supported models.

The Trade Desk CEO Jeff Green highlighted the importance of creating a fair and transparent marketplace for streaming TV advertising. He emphasized Ventura's role in reducing supply chain costs and building advertiser trust without conflicts arising from content ownership.

SVP Ventura Matthew Henick echoed this sentiment, stating that The Trade Desk's content neutrality and extensive advertising demand uniquely position it to drive innovation in this space. He pointed out the need for streamlined solutions as industries such as airlines and hospitality enter the streaming aggregation business.

Trade Desk stock surged over 75% year-to-date.

The Trade Desk reported third-quarter sales of $628 million, up by 27%, topping analyst estimates of $620 million. The adjusted EPS of 41 cents beat analyst estimates of 39 cents. The Trade Desk expects fourth-quarter revenue of at least $756 million versus analyst consensus of $749.78 million.

Price Action: TTD stock is up 4.51% at $124.80 at the alast check Wednesday.

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