Cross Screen Addressability

Often talked about in the industry, now here.

AT&T Tests Cross-Screen Addressable Ads
Marketers Can Reach Same Consumer on TV and Mobile Devices

Through a partnership with Opera Mediaworks, AT&T's system lets marketers run an ad on TV that targets a household matching a certain set of criteria, and then serve up a mobile ad and other relevant and interactive content to those same consumers on their devices. ... "