$Roku Inc (ROKU.US)$ shares are off 10% after reports emerged that $The Trade Desk (TTD.US)$ plans to launch a connected TV operating system in 2025's second half.
The system, called called Ventura, is set to enter crowded field currently dominated by platforms including $Amazon (AMZN.US)$ Fire TV, and $Alphabet-C (GOOG.US)$ TV and Roku.
Unlike its competitors, The Trade Desk does not own content or run a supply-side platform. Instead, it focuses on its demand-side platform, which allows advertisers to purchase digital ad inventory in real time.
According to the report, the company has decided against manufacturing hardware for Ventura and will instead collaborate with smart TV manufacturers and distributors, including airlines and hotel chains, to integrate the software into their devices.
Roku's stock, which has already fallen over 20% this year.
