If you binge on Netflix, you know it’s an ad-free service. In fact, about half of the total OTT consumption — Netflix, Amazon and HBO — doesn’t have ads. But the good news for advertisers is that 4 out of the top 10 OTT services do provide advertising (Hulu, MLB.TV , CBS All Access, Sling TV). So as OTT grows overall and linear TV declines, we must lay the foundation for how we engage with this quickly growing ecosystem, and try not to retrofit it into the old way of buying and selling TV. Sure, both connected and linear TV involve sitting on a couch and watching a flat screen. But for marketers, that’s where similarities end. Learning from our Mistakes First, let’s review some ad tech history. Look at what happened with mobile. The year of mobile actually went on for quite a few years. As a buying community, we made a big mistake in assuming that mobile would work like desktop. The ad tech community was not very proactive in telling us that we were wrong bec...