The silos are coming down between digital, mobile and TV, in all its different formats. Although the industry continues to splinter, the future will be less about which device to advertise on and more about on-demand content, particularly video. The fact that “The Blacklist” is delivered via the programmer, a cable or satellite operator, smart TV, OTT device, desktop computer or mobile device will be irrelevant.

Source: We Need To Break A Few Bad Habits To Advance OTT Advertising | AdExchanger