Nate / @naterothstein: @reidjjackson It's a big investment and a big new strategy for them. And arguably TV OS maturity is still in an earlier stage (ie hasn't reached the comparable iOS / Android smartphone dominance phase yet). Some quick takes on The Tradedesk's announcement of a new TV OS: - This won't be a massive gamechanger. Samsung and LG combined own greater than 50% of all TV sold in the US...- This is literally the Roku and Amazon playbook. Both companies have done a great job of getting their OS on long tail TV OEMs. Doing this provides a better customer experience and an enhanced ability to monetize through ads...