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The Trade Desk's Ventura Smart TV OS Set for 2025, Roku Stock Falls 6%

Nov 20, 2024, 02:04 PM

The Trade Desk Inc. is set to launch Ventura, a new streaming TV operating system, in the second half of 2025. This move aims to address inefficiencies in the streaming ad industry and enhance user experiences. CEO Jeff Green has stated that existing providers like Roku have a conflict of interest due to their content ownership. The company is seeking partnerships with hardware manufacturers to facilitate the rollout of Ventura, which will streamline content discovery and improve ad processes. The announcement has led to a 6% decline in Roku's stock price, as The Trade Desk's entry into the smart TV OS market is seen as direct competition to existing providers like Roku.