Microsoft is offering cross-screen storytelling campaigns

Microsoft is running campaign trials with Lexus and other brands to track users across multiple screens and provide a story that moves with them on each device. Campaigns use a predetermined order for ads and can reach Microsoft's MSN portal, Xbox consoles and devices such as a tablet or smartphone. "We've ... seen research that younger Web users are more responsive to these types of ads and almost expect it," said Microsoft's Stephen Kim.

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