Digiday reports that connected TV advertising is not stealing ad dollars away from linear TV so much as redirecting how those traditional TV dollars are being spent. While TV advertisers are moving more of their money to advertise against the content that people stream over the internet to their big-screen TVs, that money is usually connected to the money they continue to spend on linear TV, according to agency executives.

Connected TV is “a complement. It’s definitely not a substitute [for linear TV],” said Garrett Winkler, director and connected TV lead at Modi Media, GroupM’s advanced TV unit. “You look at the Nielsen numbers, and the time spent on linear TV is more than connected TV. But that’s changing a little bit.”