The fundamentals of behavioral targeting are simple: getting the right message to the right person at the right place at the right time. Applying those simple fundamentals to real-world media behavior, however, is unfortunately not so simple. In fact it's getting more complex all the time. As consumers become ever more nimble at moving across myriad media channels to get the information and entertainment they want, marketers remain frustratingly flat-footed in traversing the new digital arena. Adapting targeting to the complexities of digital behavior, Bob Walczak, CEO of mobile ad network MoPhap explains, requires a truly multi-modal data platform.