As the CTV ecosystem matures, both platforms and advertisers are grappling with fragmented infrastructure, an overload of partners, and a deluge of data. Simplification has become vital to achieving efficiency, transparency, and sustainable scale. In this session, Andy Jones, VP Broadcast & CTV EMEA at PubMatic, joins Joe Evea, SVP Advertising at Titan OS, and Lucy Gausden, Digital Programmatic Lead at Arla Foods, to explore how collaboration across the CTV supply chain can reduce friction, create clarity, and deliver stronger outcomes. The discussion will examine where market consolidation meets simplification, why focusing on meaningful signals over sheer data volume drives smarter investment, and how automation and streamlined workflows can enhance measurement, accountability, and access to premium video for advertisers of all sizes.