When we attended CES 2024, we were overwhelmed by the proliferation of connected TV (CTV) operating systems. Later in the year, during a session at London’s Connected TV World Summit, it became clear that this growth showed no signs of stopping. At that point, we had already counted 16 distinct TV OS options, excluding the operating systems used in consumer set tops, such as Apple TV OS, Android TV, Fire TV OS, and Roku OS—several of which are also licensed to TV OEMs. The latest development comes from The Trade Desk, which recently announced its Ventura TV OS, in a living example that advertising is dearly interested in CTV. Given the flurry of activity in 2024, we expect more announcements…