The Change Desk lastly confirms it: Meet Ventura, the OS to cement its grip on CTV
By Ronan Shields and Seb Joseph • November 20, 2024 •
Ivy Liu
The Change Desk is indeed constructing a CTV working map. So grand for shutting down those rumors. Weeks ago, CEO Jeff Green insisted they were off-frightful. Turns out, they’re completely off-frightful within the event you deem this OS will compete with others within the discipline. Traditional ad tech boss sleight of hand: What they don’t suppose is on the total as revealing as what they make.
Right here’s the lowdown on what this inch is (and isn’t).
WTF is The Change Desk doing?
It’s rolling out its salvage dapper TV working map Ventura, giving it say control over the streaming TV skills. This paves the top likely design for grand more boost in its booming CTV ad business, which already makes up nearly about half of of its ad revenue and is aloof surging.
Why is that crucial?
An OS of its salvage, cements The Change Desk’s grip on CTV ad bucks at a deeper level. With its OS baked into one of the sector’s most neatly-liked TVs, it widens the scope of files it ought to govern — what of us are staring at, what ads they’re seeing — and feeds that intel straight merit into its salvage ad-shopping platform. It’s a standard tech energy inch: salvage the pipes, salvage the sport.
What about TV manufacturers? Will they play ball?
Per chance — however it absolutely’s a crowded field. Roku, Google, Amazon, LG, Hisense and Samsung are factual one of the gamers that already dominate the TV OS market. Successful over manufacturers will seemingly attain down to economics. The Change Desk will wish to present more favorable revenue-sharing affords to offer this worthwhile for all people fervent. In other phrases, they’ll wish to pay to play.
What does The Change Desk suppose about its potentialities?
No surprise, Green and his group are optimistic. They’re having a bet manufacturers will jump on board, drawn by the change to offer extra cash from promoting — a high-margin business. As far as they’re fervent, Ventura is a employ-employ: more ad revenue for manufacturers and a tighter grip on CTV for The Change Desk.
“All people from OEMs to airlines and hotel chains are in reality within the streaming TV aggregation business, and apart from they’re all attempting to make a selection out the promoting business mannequin whereas bettering the viewer skills,” mentioned Matthew Henick, vp of Ventura at The Change Desk. “With our utter material objectivity and our scaled streaming TV promoting set a matter to, The Change Desk is uniquely positioned to power innovation at this key 2nd.”
How is The Change Desk spinning this?
The anecdote around Ventura hits the total familiar beats of The Change Desk’s playbook.
There’s the “cleaner present chain” pitch: for years, the firm has labored to salvage its routes to present, from UID 2.0 (its change to third-party cookies) to OpenPath (say publisher integrations). Ventura fits accurate in. As the click liberate set it, it’s about “minimizing present chain hops and charges — making sure most ROI for every promoting buck and optimized yield for publishers.”
And there’s transparency, one more favourite buzzword. In step with the liberate Ventura will mix UID 2.0 and OpenPath, allowing advertisers to “mark and payment ad impressions across all streaming platforms more accurately, whereas discovering associated audiences with bigger precision.”
In accurate The Change Desk model, Ventura isn’t factual an OS — it’s a beefy-on pitch for why the firm ought to be front and heart of the top likely design forward for streaming TV.
As Green explained: “This innovation has to achieve merit within the OS, and it has to achieve profit from a firm that brings the objectivity of now not proudly owning any streaming TV utter material. At The Change Desk, all we desire is an efficient market, where present chain charges are minimized, and advertiser have faith can thrive.”
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