Strictly Business The Trade Desk’s Matthew Henick Talks Ventura, the OS Looking to Change the Smart TV Game
Aug 29, 2025
Matthew Henick, SVP of Ventura TV OS for The Trade Desk, discusses the innovative new operating system poised to shake up the smart TV landscape. He reveals how Ventura aims to improve user experience and bolster transparency in connected TV advertising. Their vision includes tackling challenges in search functionality and retailer strategies amid market shifts. Henick also highlights the need for a cohesive viewing experience while addressing competitive pressures from other OS providers like Walmart and Vizio.
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Make The Supply Chain Transparent
- Clarify the supply chain so inventory stays with publishers and OEMs divide revenue fairly.
- Use transparent auctions so advertiser spend reaches publishers without multiple unnecessary taxes.
Transparency Grows Market Efficiency
- Greater transparency should raise sell-through and pricing for publishers while improving advertiser ROI.
- The Trade Desk expects those gains to grow the overall CTV ad market.
OEMs Can Monetize Without Building Ads
- OEMs want recurring revenue without building entire ad stacks themselves.
- Ventura connects OEMs to publishers so OEMs get revenue while publishers keep selling inventory.