Viant Sends Real-Time Mobile Ads Based on TV Viewing

Digital audience vendor Viant can now retarget smart TV ads to viewers’ mobile devices in real time. In other words, you might get an ad on your smartphone, laptop, or computer based on an ad you just saw on TV. It’s a technical triumph requiring integration of Viant’s cross-device identity data with equipment manufacturers, automatic content recognition services, TV ad providers, and ad exchanges. Whether consumers will be impressed or creeped out is another question.