The Trade Desk widens its CTV grip
V and Nexxen joined the Ventura ecosystem, and EDO Convergent TV measurement is now integrated for buyers. Cleaner supply and harder numbers for connected TV.
Mariano De Vitto · June 2026
The Trade Desk added weight to its push for a cleaner connected TV market. Its Ventura ecosystem signed its first two collaborators. V, the operating system formerly known as VIDAA, powers more than 50 million connected devices. Nexxen brings an advertising technology platform with deep data and advanced TV experience. Together they give Ventura reach at the device level.
The second move is about proof. EDO Convergent TV measurement is now integrated for buyers on The Trade Desk, and for the first time advertisers can access its investment-grade data across all brand categories. EDO ties ad exposure to consumer response, such as searches and site visits. Video, which includes CTV, now makes up roughly half of The Trade Desk business.
Why a planner should care
Two problems held biddable TV back: messy supply and weak measurement. Ventura goes at the supply, putting the buyer closer to the operating system. The EDO tie-up goes at measurement, replacing a reach story with a response metric. The caution is concentration: as one platform sits closer to both the device and the measurement layer, you gain convenience and give up independence. Keep at least one measurement source the platform does not control.
The signal: Biddable TV just got cleaner supply and harder numbers. Take the test budget, and keep one measurement source the platform does not control.
The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona