The Trade Desk is developing a new connected television (CTV) operating system called Ventura. In an interview with Axios,  CEO Jeff Green explained that existing OS providers like Roku, Amazon’s Fire TV, and Google’s Android TV face conflicts of interest because they control both content and advertising, which created a biased and inefficient advertising environment.

Ventura, which will launch in late 2025, aims to bring transparency and fairness to the CTV ad ecosystem. The system will not include hardware; instead, The Trade Desk plans to partner with TV manufacturers, airlines, hotels, and even gaming companies to integrate Ventura into their devices.

A key feature of Ventura will be The Trade Desk’s privacy framework, Unified ID 2.0, which is a cookie-less system for ad targeting that has gained wide adoption. By focusing on transparency, Ventura will create a more predictable and efficient ad auction process, benefiting both advertisers and consumers.

While The Trade Desk isn’t looking to profit directly from Ventura, the brand’s goal is to enhance the overall marketplace, making ad transactions more transparent. According to Green, this will benefit both consumers (who will see more relevant content recommendations) and publishers (who will have more control over their ad sales).

Several manufacturers, including Sonos, and media companies like Paramount are already interested in partnering with The Trade Desk for Ventura, signaling broad industry support for the new system.