In our anytime, anywhere TV environment the audience is everywhere and hugely diversified. Understanding which shows are being watched on which screen and by whom is, of course, essential for publishers as this is what drives the value of ad space. Some of the leading players, however, have started taking their advertising UX strategy a step further by offering differentiated experiences (and even content) to viewers. The idea is that some audiences have different sensitivity to advertising than others, and that optimizing against each enables greater engagement and therefore greater monetization. During this session, James Grant of Freewheel will explore these important parameters and discuss how, together, we can improve the ad experiences and performances.