The battle to own Connected TV (CTV) operating systems is quietly becoming one of the most significant shifts in modern media. As content discovery, data, and advertising meet on the smart TV home screen, owning the operating system is no longer a back-end technicality — it’s a strategic power play. In a world of endless entertainment choices, the OS has emerged as the gateway between audiences and what they choose to watch.  For brands and platforms alike, the appeal is obvious. The CTV operating system offers a data-rich, highly visible environment — one that’s accessed the moment a viewer powers up their screen. It’s the new front page, the new shop window. And it’s increasingly valuable real estate, not just for media companies, but for a growing mix of brands looking to land in front of viewers with immediate impact. Food delivery apps, car brands, travel platforms — all are…