The first big customer for The Trade Desk's (NASDAQ: TTD) TV operating system (OS) is finally here. The ad-buying platform announced on Wednesday that it will co-develop a custom version of its Ventura TV OS with DirecTV, pairing DirecTV's consumer interface with Ventura's ad-tech plumbing and app store. The announcement arrives nearly a year after Ventura was introduced, giving investors their first look at how the company plans to bring its TV platform to market.

For readers newer to the story, The Trade Desk operates a software platform that helps advertisers buy and measure digital ads across the internet. The company has been pushing deeper into connected TV (CTV) for years. Ventura is the boldest step yet -- a TV operating system meant to give manufacturers and content companies an alternative to platforms that also own content or a streaming service.

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Source Fool.com