By Craig Chinn, Senior Vice President of Advertising Sales, Americas, TiVo  Smart TVs are now considered the entertainment hub of the home. And many consumers are evolving their viewing habits, shifting away from “traditional,” linear TV consumption to streaming TV services, which in turn is transforming the advertising landscape. However, for most viewers though, they don’t see it as a choice between linear and streaming, it’s just TV.  Shifting to the Connected Landscape  Over the past five years, the global pandemic, rapid tech advancements, and a flood of premium content have accelerated the shift toward on-demand, flexible viewing. eMarketer predicts double-digit annual growth in CTV ad spending, potentially surpassing traditional TV ad expenditure soon. Meanwhile, traditional linear TV is evolving to keep up. This underscores the need for advertisers to adopt strategies that integrate both platforms. Linear TV provides a wider reach, and CTV allows better measurement and insights for…