The connected TV (CTV) ecosystem continues to evolve at pace, and with that evolution comes increasing complexity. At a recent panel at Advertising Week Europe, leaders from across advertising, media, and platform ecosystems came together to explore one central question: where does the CTV journey really begin? A few key themes stood out from the discussion. First, the CTV journey starts earlier than most think. The industry still tends to anchor the journey too late, often focusing on in-stream video within apps. In reality, the journey is much broader. It begins when the TV turns on, at the home screen, and often even earlier through social discovery, recommendations, and word of mouth. This shifts CTV from being a mid-funnel tactic to something that spans awareness through to action. Second, the home screen is emerging as a critical moment. It is no longer just a navigation layer, but a high-attention, decision-making…