In this special episode of the Refresh by AdTechGod, we discuss The Trade Desk's big announcement about Ventura, their new TV operating system set to drop in 2025.  We chat about what this means for the connected TV (CTV) space; everything from possible conflicts of interest and the role of OEMs to how it might shake up the user experience. The panel takes a closer look at the challenges and opportunities this new OS brings, including the need for better interoperability and smarter monetization strategies. We also touch on the current state of CTV, how consumer experiences are becoming more commoditized, and what The Trade Desk’s strategy might mean for the market.  Thats not all! There’s talk about publisher monetization struggles, discoverability issues, and how AI could step up to improve user experiences.  Thank you to my guests: Tony Marlow from LG Ad SolutionsScott Ensign from Butler/TilShiv Gupta from U Of Digital.  Thank you to Azerion for Sponsoring this episode. Takeaways Trade Desk's Ventura aims to disrupt the existing OS landscape.The success of CTV advertising relies on user experience and hardware.Partnerships with OEMs are crucial for Trade Desk's strategy.The CTV market is currently chaotic and needs order.Trade Desk's entry could increase competition among existing OS providers.The narrative of being agnostic may be challenged by Trade Desk's new role.Agencies see potential benefits in Trade Desk's ownership of technology.Distribution is key to the success of any new OS.The TV hardware market is highly competitive and low-margin.Improving user experience is essential for the growth of CTV.  The consumer experience in CTV is currently commoditized.Publisher monetization is becoming increasingly complex.Trade Desk's strategy focuses on enhancing backend value.AI integration is key to improving content discoverability.The CTV market is ripe for innovation and disruption.Increased competition can lead to better products and services.Trade Desk's OS aims to control the CTV ecosystem.The future of CTV may see significant local media growth.Understanding user experience is crucial for CTV success.The transition from cookies to ACR data is essential for programmatic advertising. Chapters 00:00 Introduction and Upcoming Events 06:57 The Conflict of Interest in CTV Advertising 14:56 Partnership Dynamics Between Trade Desk and OEMs 20:14 Market Dynamics and User Experience in CTV 25:15 The Commoditization of Consumer Experience in CTV 32:12 Trade Desk's Strategy and Market Positioning 40:20 The Future of CTV: Opportunities and Challenges Keywords: Trade Desk, Ventura, CTV, advertising, operating system, LG ads, Sonos, agency perspective, market dynamics, user experience, CTV, Trade Desk, consumer experience, advertising, market competition, AI, discoverability, monetization, programmatic, user experience, AdTechGod