True innovation in the connected TV OS space can only be achieved by a company with no direct content ownership, according to US advertising heavyweight The Trade Desk, which has confirmed the development of a proprietary TV OS. While we do not totally disagree with the sentiment, we do not believe there is sufficient demand from advertisers to convince a sufficient share of OEMs to ship a Trade Desk TV OS, to turn it from concept to success. Having said that, the company would not be so confident had it not secured backing from Disney, Paramount, and Tubi. Advertising executives from the three streamers have credited the new TV OS, called Ventura, for pledging to solve inefficient advertising supply chains…