The Trade Desk Launches ‘Ventura Ecosystem’ to Further Optimize CTV Advertising
February 24, 2026
In what it calls “the next step … to optimize connected-TV advertising,” The Trade Desk Feb. 24 announced the launch of the Ventura Ecosystem.
The Ventura Ecosystem is an industry collaboration that brings global TV operating systems and streaming platforms together to create a more-transparent and revenue‑optimized marketplace. The Ventura Ecosystem lets participants leverage Ventura’s monetization toolset to help unlock more revenue opportunities.
The intent is for Ecosystem contributors to gain access to increased programmatic demand, better CPMs, and stronger fill rates through seamless access to The Trade Desk’s ad tech solutions, which include OpenPath, Unified ID 2.0/EUID, OpenAds, and, soon, OpenPass.
V (previously VIDAA TV OS), which powers more than 50M connected devices worldwide, and Nexxen, are the first companies to join the Ventura Ecosystem.
“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 of 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.”
The Trade Desk is an independent technology platform (Demand-Side Platform, or DSP) that allows advertising buyers to manage, optimize, and buy data-driven digital advertising campaigns across various channels, including video, display, audio, social and CTV. The Trade Desk’s Ventura is a streaming platform designed to drive a fairer and more transparent streaming ecosystem for OEMs, advertisers and media publishers.
Subscribe HERE to the FREE Media Play News Daily Newsletter!