The Trade Desk recently debuted its Ventura connected TV platform, which sparked speculation on Wall Street. An analyst suggested a hypothetical wherein The Trade Desk acquired Roku for its cache of viewer data and a lead in the connected TV market -- and another analyst piled on.

Shares of Roku and Trade Desk were rising Monday after an analyst suggested the two companies should merge. In a note Monday, Guggenheim analyst Michael Morris keyed in on Trade Desk’s announcement of a new operating system for connected TVs,

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Guggenheim suggested that a hypothetical merger between The Trade Desk (NASDAQ:TTD) and Roku (NASDAQ:ROKU) could work to each other's strengths and ambitions TTD and ROKU were up more than 5% in early open market trading on Monday.

As a result of being "mostly" just an OS, Roku has the most third-party integrations with streaming TV OEMs. In the release, The Trade Desk said it would exclusively integrate with third-party hardware makers, as it has no plans to make its own streaming device.