Queries mount as The Trade Desk takes an unprecedented step into TV’s adland

In its most recent earnings call, The Trade Desk declared 2024 a “banner year for CTV,” a now familiar catch-cry for the company that’s long been the ad tech darling of Wall Street.

The public markets’ curiosities saw the demand-side platform’s stock price tumble in the immediate aftermath of the early November earnings call. Still, yesterday (Nov. 20)’s confirmation of its long-rumored TV operating system, Ventura, has further stirred market intrigue, given the promise of market disruption in 2025.

To recap, Ventura is a new streaming TV operating system designed to enhance the user experience, streamline the CTV ad supply chain, and resolve “content conflicts.”

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