Jeff Green expressed concerns over existing OS providers like Roku and Amazon's Fire TV, highlighting how their ownership of content leads to conflicts of interest in advertising.
Green criticized the current concentration of power among a few players, stating, 'We're looking at a concentration around a handful of players that lack objectivity.' He sees The Trade Desk's new approach as a means to improve the ecosystem.
Despite being a major competitor, Green has been vocal against Google, noting its multiple roles in the ad space as an SSP, DSP, and content owner as problematic.
The Trade Desk plans to launch its connected television operating system, Ventura, in the second half of 2025 after three years of development, without venturing into hardware.
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