Adobe Testing Cross-Device Personalized Video Ads

Brands can separate spots by device, audience segment

An ad is not an ad is not an ad—particularly when shown across TV, online, tablet and smartphone—even when created by the same advertiser. A brand like Coke may have one main TV spot that it shows to broad audiences like those watching the Olympics on their big-screen, but why show that same spot to the individuals checking out the competition on their smartphones if the brand doesn't have to? What if it can show them a better ad?