Roku has begun forcing linear channel providers to take its in-house CDN and proprietary ad insertion technology, in a bid to own more of the video funnel that supplies the Roku ecosystem. In the same breath, Roku has ruffled feathers with a new set of financial terms which swings ad revenue share agreements further in its favor. As its business model migrates naturally away from hardware, Roku’s tightening grip on software – and not just its ad tech stack – risks alienating partners, yet these are moves Roku fundamentally must make to modernize the business. Updated distribution small print, originally spotted by Protocol, states that Roku “may require” FAST (free ad-supported streaming TV) channel owners to use its “new delivery…