DirecTV & The Trade Desk Team Up for Simplified CTV Experience
DirecTV and The Trade Desk have joined forces to create a custom version of Ventura TV OS, aiming to simplify the connected TV (CTV) landscape and enhance consumer experience.
The collaboration seeks to address the fragmentation and friction in the TV landscape, offering a turnkey TV OS solution tailored for smaller OEMs, retailers, and hospitality partners. The system, designed for easy deployment, has not yet been publicly adopted by any major TV manufacturers.
The Ventura TV OS, integrated with DirecTV, provides viewers with a seamless ecosystem. It offers access to MyFree DirecTV, DirecTV's free ad-supported streaming service, and the option to upgrade to various DirecTV packages. The platform boasts a best-in-class search and discovery experience, along with an advertising platform built on deterministic data.
The Trade Desk and DirecTV aim to set a new standard for the consumer streaming experience on smart TVs. The Ventura TV OS, with DirecTV's interface, allows viewers to access free ad-supported content and streaming apps from the Ventura TV OS app store within one platform.
The integration of Ventura TV OS with DirecTV, facilitated by The Trade Desk, promises a more streamlined and transparent CTV experience. While no major TV manufacturers have yet committed to the system, it is designed to appeal to smaller players seeking a comprehensive TV OS solution. This collaboration could significantly impact the CTV market, offering consumers greater flexibility and choice.
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