In this episode, Roku’s Head of Ad Innovation Peter Hamilton joins Mike Shields to unpack how connected TV (CTV) is transforming advertising. They discuss the rise of new advertisers—from digital performance marketers to small businesses—and why onboarding SMBs at scale is tougher than it looks. Peter explains how Roku is building tools like self-serve ad platforms, “OK to Text” interactive ads, and AI-driven creative testing to make TV more measurable, shoppable, and data-smart. The conversation dives into CTV’s growing role as the next frontier after Facebook and Google, where brand building meets performance.