Last year, TTD announced plans to launch a TV operating system, called Ventura OS, that powers the viewing experience on smart TVs with an open, ad-supported system. Now, SVP Matthew Henick has lofty goals for what Ventura can achieve.
Smart TV manufacturers held NewFronts presentations where they bragged about their automatic content recognition (ACR) data, which the industry has been putting on a pedestal because it can add a level of consistency to TV measurement.
Roku defends its decision to start making its own smart TVs while TV manufacturers go toe-to-toe for market share.
It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.
