The Trade Desk, DirecTV partner on custom Ventura TV OS
October 2, 2025
The Trade Desk, in collaboration with DirecTV, has announced plans to develop a custom version of Ventura TV OS that integrates DirecTV’s streaming user interface. This version of Ventura is designed for easy deployment by any third-party TV manufacturer, retailer or hospitality partner seeking an OS solution. Ventura is a smart TV operating system (OS) that intends to “deliver a fairer and more transparent streaming ecosystem” for OEMs, advertisers, and media publishers.
“TV manufacturers deserve more choice in how they build their businesses. Publishers deserve to capture more of the value their incredible content creates. And advertisers need a more transparent and equitable ecosystem,” said Matthew Henick, SVP of Ventura TV OS. “We look forward to working with DirecTV to develop this version of Ventura TV OS that unlocks new revenue, powers a fairer advertising ecosystem, and delights audiences with seamless access to the media they love.”
Through DirecTV’s interface on this version of Ventura, viewers will be able to seamlessly access free ad-supported content, as well as streaming apps from the Ventura TV OS app store, all within one platform.
Consumers will be able to access MyFree DirecTV, DirecTV’s free ad-supported streaming television (FAST) service, as well as the option to upgrade to DirecTV’s popular Genre Packs – MyEntertainment, MySports, MyKids, MyNews and MiEspañol – and Signature Packages.
“This strategic alliance with The Trade Desk will meaningfully expand access to DirecTV while offering consumers even greater flexibility, choice and control,” said Vikash Sharma, Head of Product at DirecTV. “OEMs gain a proven user experience that delivers a unified interface, combining live programming, popular streaming apps and personalised advertising. This collaboration sets a precedent for the future of smart TVs as DirecTV and The Trade Desk work with OEMs to set a new standard for the consumer streaming experience.”
“The TV landscape is riddled with friction and fragmentation — viewers are lost in a maze of content choices and marketers face inefficient routes to reach them,” said Amy Leifer, Chief Advertising Sales Officer at DirecTV. “We’ve solved for both problems by creating a seamless ecosystem with best-in-class search and discovery experience for audiences and an advertising platform built on deterministic data that makes it easy for brands to reach them. The Trade Desk shares our vision for ease and simplicity, and this integration with Ventura TV OS will further streamline the process to help brands connect with CTV viewers.”
Other posts by :
- Eutelsat shareholders reach agreement at AGM
- Ghana makes MultiChoice fee decision
- SES announces €0.25c dividend
- Russia “blinding and destroying” German satellites
- Bank: AST, Starlink, Kuiper targeting $200bn market
- Rivada: Is no news good news?
- SES celebrates Intelsat acquisition
- Pakistan halts broadband direct-from satellite
- India stymies Starlink launch