The Trade Desk, one of the largest publicly traded advertising technology companies in the world, is building a connected television operating system. Axios reports: Existing OS providers, like Roku, Amazon's Fire TV and Google's Android TV, have a conflict of interest because they own content, [CEO and founder Jeff Green] said. Green believes that conflict of interest has muddled the advertising ecosystem for everyone. "We're looking at a concentration around a handful of players that lack objectivity," Green said. "We think we're in a unique position to make the ecosystem better." [...] Ventura, a nod to the company's headquarters in Ventura, California, will be rolled out to the market in the second half of 2025, Green said. The company has been working to build the system quietly for three years. While some OS developers, such as Google, Amazon and Roku, have also developed their own hardware devices to service their operating systems, Green said The Trade Desk has "no intention of getting into the hardware business." Rather, it will partner with other hardware companies, such as smart TV manufacturers, as well as various television distributors, such as airlines, hotel chains, and gaming companies, to bring its OS to their devices. Green believes hardware companies will be excited about the opportunity to partner because, in a competitive streaming environment, more hardware companies will need to build advertising businesses to scale. [...] Because The Trade Desk's goal is ultimately to improve a murky marketplace, Green said he isn't looking to make money from the OS directly. Ventura will be successful if it drives more pricing transparency and stronger measurement for the CTV advertising ecosystem writ large, he said. "Ultimately, the measure of success will be, do we have an ad auction that is so transparent that we can predict outcomes?" The Trade Desk will benefit financially from a more transparent ecosystem because it lacks a conflict of interest, Green said.

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Meta said it plans to introduce advertisements on Threads starting in early 2025, according to a report by The Information (paywalled). GuruFocus reports: Leading the effort -- which is still in its early phases -- is a team inside Instagram's advertising division. One source said Threads is anticipated to let a small number of marketers produce and post material on the platform in January. Threads had about 275 million monthly active users as late as October. During the company's third-quarter earnings call, Meta CEO Mark Zuckerberg observed that Threads daily sign-up count was about one million, each day.

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Long-time Slashdot reader theodp writes: On Thursday, Amazon Ads announced Video Generator and Live Image, "our first generative AI-powered technology designed to remove creative barriers and enable brands to produce lifestyle imagery that enhances ad performance." Amazon's blog post calls it "a new feature that uses generative AI technology to make it easier for advertisers to create more interesting and relevant video ads for customers. The new feature, Video generator, creates visually rich video content in a matter of minutes and at no additional cost. Using a single product image, Video generator curates custom AI-generated videos tailored to a product's distinct selling proposition and features, leveraging Amazon's unique insights to vividly bring a product story to life." An accompanying video demonstrates how Amazon's AI-powered tech can be used to animate still images, making it appear that steam is rising from a coffee mug, flowers are being blown in the wind, the night sky is changing breathtakingly behind a telescope, and that waves are breaking behind a smart speaker at the beach.

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