There may be no getting away from television ads if you're using a mobile device.

Ever mute the television when commercials come on? How about going to the fridge, or turning to a mobile device, like a phone or tablet? Needless to say, advertisers who pay for the ads you're deflecting aren't happy about it. Additionally, you and up to 50% of others are engaging on another device while that TV advertisement is running.

Viewers are tricky to understand, and with more digital options for viewers to engage with the people studying those viewers are constantly coming up with varied segmentation analyses and customer journeys to understand where they'll be, with whom, and why they're doing what they're doing. Programmatic ad platform Xaxis has done just that, and narrowed it down to a (inexact) science.

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