By Nathan Brown, Director, Advertising Sales, CTV, TiVo   For years, the advertising world has been stuck in a binary debate: Connected TV versus linear. Which is better? Which is dying? Which deserves your media dollars? But that framing is increasingly outdated. The real question isn’t CTV or linear — it’s how we plan and measure both in a way that reflects how people actually consume content.  At TiVo, we see these trends play out across households every day. People don’t distinguish between platforms the way planners often do. They’re toggling between live sports on broadcast and binge-worthy series on streaming apps — all on the same device. If viewers are platform-agnostic, our planning, data, and creative strategies need to follow suit.  Linear’s not dead. It’s evolving.  It’s no secret that CTV has grown significantly in recent years. Budgets are shifting in that direction, particularly among brands looking for more…