Key Points
- The Trade Desk has launched the Ventura Ecosystem with VIDAA and Nexxen to create a more open and transparent connected TV advertising marketplace.
- Ventura will integrate global TV operating systems and ad tech platforms, enabling programmatic access to CTV inventory across OEMs like Hisense and Toshiba.
- Participants gain access to The Trade Desk’s tools, including OpenPath and Unified ID 2.0, with additional partners expected to join in the coming weeks and months.
Advertising technology firm The Trade Desk is partnering with VIDAA and Nexxen on a new product called the Ventura Ecosystem, an industry collaboration that aims to create a more-transparent connected television (CTV) marketplace by working across different business units.
Ventura now serves as the foundational platform of the partnership, which aims to bring together global TV operating systems — like VIDAA (which now operates as V) — and agencies like Nexxen to tap into greater revenue-generation opportunities that CTV provides.
V and Nexxen are the first companies to formally join the initiative. V powers more than 50 million connected devices worldwide, while Nexxen operates a unified advertising technology platform focused on data-driven and advanced TV advertising.
“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, the Senior Vice President of Consumer Products at The Trade Desk.
Henick continued: “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.”
The announcement builds on Nexxen’s multiyear strategic agreement with V, which enabled programmatic activation of premium native smart TV advertising inventory across multiple original equipment manufacturers, including Hisense and Toshiba television sets. Under the expanded framework, programmatic access to that CTV inventory will also be available through Nexxen, with plans for it to be powered by the Ventura Ecosystem.
“When I met with The Trade Desk, I realized we share a similar vision: offer advertisers and industry partners a more open and equitable OS and advertising supply chain,” said Guy Edri, the CEO of V (formerly VIDAA). “That’s the promise of V as an independent TV OS. This is the beginning of a great journey for V, Nexxen and The Trade Desk’s Ventura.”
Nexxen CEO Ofer Druker said the company’s earlier launch of programmatic activation capabilities within its CTV OEM marketplace marked a turning point in an industry that has “historically lacked standardization, transparency and efficiency.”
“Leveraging our full-stack ad tech platform, we are innovating in ways that enable CTV OEMs to monetize their inventory, and buyers to seamlessly reach highly engaged audiences at moments of key decision-making,” Druker noted. “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.”
The companies said integration into the Ventura Ecosystem is designed to be lightweight, allowing operating systems to activate Ventura’s monetization engine with minimal technical effort while maintaining control over brand, system and user experience.
Participants will gain access to The Trade Desk’s suite of ad tech tools, including OpenPath, which provides a direct connection between buyers and sellers; Unified ID 2.0/EUID, a privacy-conscious identity framework; OpenAds, focused on transparency and trust in the supply chain; and OpenPass, a single sign-on solution intended to enhance personalization for viewers and advertisers.
Additional partners are expected to join the Ventura Ecosystem in the coming months.
