Are we going about connected TV all wrong?

The TV ad industry is still overcomplicating connected TV (CTV). Rich Brant, former AV product director at Dentsu and now director of advanced TV at Vevo, calls for a fresh approach and offers his guide to a simpler implementation. 
To a viewer, the term ‘CTV’ doesn’t matter. Content on television is simply ‘TV.’ It’s really us as an industry that complicates things.
We complicate it because the buying routes are often siloed, with long-established ways o