Ventura is a new Smart TV OS platform (from The Trade Desk) that promises television set OEMs a fairer share of revenue from streaming ads, content rentals and purchases. It also promises never to own content or sell advertising inventory, believing this neutrality encourages stronger partnerships with publishers, including around data sharing. We hear the big vision for Ventura, and learn how a custom version of the TV OS in the U.S. allows OEMs to choose DirecTV’s user interface as the default gateway to content for consumers. Could this Pay TV operator UI partnership model work in other markets? Matthew Henick shares his thoughts on the future of connected TV, including ways to boost content owner revenues from digital advertising on Smart TVs.