Fragmentation in video platforms and the marked shift in content consumption away from linear TV schedules has thrust more power into the hands of consumers, and is now forcing TV marketers and programmers to rethink the traditional TV advertising model. This was one of the hot topics at CES this year. “The biggest threat is doing the same thing today that you did yesterday because it worked,” said Lynne Biggar, chief marketing and communications officer at Visa, speaking on a Fortune panel at CES earlier this month. “We need to not think that the success of yesterday is going to be the success of tomorrow.” It’s become increasingly obvious to marketers that in today’s consumer-centric media landscape, advertising needs to…