Media Monday

The Trade Desk is Building a CTV Operating System Called Ventura

By: Mara Milgrom, Media Group Director

The Trade announced that it has developed Ventura, an innovative new streaming TV operating system. The Trade Desk will partner with smart TV original equipment manufacturers and other streaming TV aggregators to deploy Ventura. Trade Desk says that some of the main benefits of the new Operating System include:

• Helping drive a much cleaner supply chain for streaming TV advertising
• A more intuitive, engaging viewer experience including cross-platform content discovery, personalization, subscription management, and ultimately fewer and more relevant ads
• Ventura will help advertisers reach their audiences and measure performance with more precision across all streaming providers

This paves the way for even more growth in The Trade Desk’s booming CTV ad business, which already makes up nearly half of its ad revenue and is still surging.? We’ll send through updates as we learn more.? Read more here: https://www.thetradedesk.com/us/news/press-room/the-trade-desk-announces-ventura??

Apple Looking to Create its own Search Engine

By: Lily Farlow, Senior Media Planner

Apple’s next big move? A low-cost TV streaming stick that simplifies access to content, apps, and smart-home features that would not only provide advertisers with heft first party data but also allow Apple to streamline its own search engine using Siri and other apps.?

Apple CEO Tim Cook’s methodical approach to problem-solving—honed through strategic discussions with former President Trump—may hold the key to a bold shift: breaking away from Google Search.?

Apple pays Alphabet $18 billion annually for Google’s search engine to remain the default on its devices, but AI-powered innovations could liberate Apple from this costly partnership and boost its own first-party data capabilities.

With streaming and CTV poised for growth by 2025, Apple’s expansion could redefine how marketers reach audiences. As Ron Gutman of Wurl predicts, advanced digital technologies will drive deeper engagement with content and ads—unlocking new opportunities for brands in the years ahead.