By Fariba Zamaniyan, Global Vice President of Data Monetization, TiVo   I recently had the chance to speak at the CIMM East conference, where I joined a panel “Why Audience Insights are Crucial for Improved Planning When it Comes to CTV”. What started as a conversation about data and targeting quickly spiraled into something much bigger: a candid reckoning with the complexity — and opportunity — of modern media planning.  CTV, it turns out, is no longer the future. It’s the now. And with that immediacy comes pressure — to deliver results, justify spend, and, increasingly, to clean up the mess that the digital era has left in its wake.  From Experimentation to Expectation  There’s a quiet consensus forming in the industry: we’re past the trial phase. Advertisers are no longer satisfied with “directional” data or vague attribution models. They want proof. Precision. Outcomes. More importantly, the rigor and datasets we…