“The most likely path for Ventura is for TTD to partner with a number of manufacturers with smaller market share like Sonos, Panasonic, Haier, etc., to build an install base and give those manufacturers a way to enter the ad business via an established demand-side platform (DSP) operator,” Konstantinovic said.

For its part, Sonos released a statement about The Trade Desk’s announcement, with CEO Patrick Spence saying, “We are excited to explore the integration of premium audio and video with The Trade Desk and the Ventura OS.”

But distribution isn’t the only obstacle.

What are the other big challenges?

According to Mo Allibhai, a senior analyst at Forrester, the Trade Desk’s announcement moves the company into “uncharted territory for a DSP,” helping it increase the footprint for UID 2.0.

However, if it truly wants to compete, monetization is front and center.

“Whether they’re trying to drive higher CPMs on their own streaming services, or collect revenue share from endemic partners for content suggestions on the home screen, [if] Ventura OS doesn’t offer sellers more yield, it is a non-starter,” Allibhai said.

In addition, the company will need to offer better insights into consumer habits and a smoother, less convoluted user experience than what’s on the market today.

However, when it comes to how the company will actually overcome things like distribution and UX, LG Ads Solutions’ Marlow noted only time will tell.

“These are big questions that remain to be answered,” Marlow said.