It's easy to assume that innovative and revolutionary new solutions can't be improved - Connected TV (CTV) is a great example. It's changed our world and the days of cable feel (to some of us) a lifetime ago.
But does that mean we're set? NO! In this particular instance, the hyperactive dreamer in me is fascinated by the fact that we've steamed so fast into this new way of watching TV that we've actually carried with us a heap of practices, processes and rules that frankly should have been left behind in the stone-age.
Innovation doesn't end because we've invented a new thing. It starts because we've invented a new thing...