The decentralization of digital media has arrived for TV. The TV advertising system is being remade in the image of the data-focused, automated ad systems that came to dominate the internet. TV was always the holdout, thanks to scarcity.  That’s changed. Now, TV advertising has fragmented as part of a larger video advertising ecosystem, stretching from connected TV to streaming to retail media to out of home placements.  Last week, we held a series of discussions on this emerging ecosystem as part of TRB Conversations, powered by EX.CO. In this special episode, I speak to Lauren Benedict, vp of ad sales at Roku; Katie English, global head of ad sales at Spotify; and Patrick Courtney, chief business officer at Fuse Media. Chapters: 00:00 Welcome 01:50 Roku Hits and Habits 04:48 Modern TV Front Door 07:12 Measurement and Outcomes 10:47 CTV for Every Advertiser 12:28 Spotify AI Ad Tools 14:46 GenAI Creative Controls 16:43 Video Inventory and Scale 18:22 Spotify Ad Exchange Growth 19:02 Audio Measurement and Habits 21:20 Fuse TV Meets Programmatic 24:07 Innovators Dilemma at Fuse 26:26 FAST Gold Rush Reality Check 28:55 Beyond YouTube TV Opportunity