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.
Microsoft is offering cross-screen storytelling campaigns
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