More Google marketing on the importance of multiscreen. Context is only one piece. Being able to track actual users among various devices is what makes multiscreen so important.
The multiscreen world creates opportunities for marketers by helping them reach people in the right context with the right message on any device. For example, a pizza restaurant wants to show one ad to someone searching for pizza at noon downtown on their smartphone click-to-call and restaurant locator, and a different ad to someone searching for pizza at 9pm on their laptop or tablet at home link to online order form or menu. Context-aware ads like this are more likely to get a positive response because they help people achieve something quickly and simply so they can get on with life.