Companies that precisely instrument, capture and analyse user interactions across multiple devices develop a more complete picture of how potential customers interact with their marketing messages. Analytical insights can also be used to more precisely target potential customers and provide brands and businesses with the confidence that their advertising channel mix is yielding the desired actions and returns. Measurement, however, is only part of the story. Advertisers have seen significant changes in the ways they reach their target buyers. Consumers want flexibility, freedom and convenience in when, where and how they consume content. Advertisers are challenged to better understand when and where time is spent, and adjust where they direct their spending accordingly.