It’s been going for seven years with its customer data services. Now eXelate<\/a> is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology.<\/p>\n “We’ve partnered with Innovid and connected mobile app data with smart TV boxes to be able to dynamically change advertising based on what you’re doing on a mobile phone at the same time,” CEO Mark Zagorski tells Beet.TV in this video interview.<\/p>\n “We’re looking to change the dynamic of TV advertising – making it more targetable, making it more related to what that consumer is doing on multiple diff devices and leveraging our unified consumer profile.”<\/p>\n The eXelate proposition, which just moved out of beta, sounds interesting. According to its announcement<\/a>:<\/p>\n “If a consumer searches for auto information on a car-listing site via mobile, eXelate would sync mobile site-level data with data from Roku. When that same consumer streams a video through Roku, eXelate could dynamically alter the ad creative through Innovid based on the consumer\u2019s presence on the car-listing site.”<\/p><\/blockquote>\n Zagorski was interviewed by Beet.TV at the IAB Annual Leadership Meeting.<\/p>\n