WPP platform will "Sync" ads across TVs, mobile devices

Xaxis, a programmatic platform from WPP, is offering advertisers a way to reach TV viewers who check their smartphones during commercial breaks, via "Sync," which uses data from several sources to predict links between TV watching and device use. "It's not only preventing the user from being distracted. ... It's actually reinforcing the television commercial," said Xaxis CEO Brian Lesser.

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