In other words, an OEM (original equipment manufacturer) can ship a TV that boots into DirecTV's experience, but the advertising marketplace and measurement behind the scenes will run on Ventura. As Matthew Henick, senior vice president of Ventura TV OS, put it, "TV manufacturers deserve more choice in how they build their businesses," adding that the goal is a "more transparent and equitable ecosystem" for advertisers and publishers.DirecTV gives Ventura an on-ramp that consumers recognize. The partners pl ...