The Internet of Things is driving rapid change in consumer behavior and content consumption, including advertising consumption. According to a recent study conducted by Adobe, the average U.S. adult uses six different devices to connect to the Internet. Connected devices extend beyond just desktop computers, smartphones and tablets. Now they also include wearables like Fitbits and Apple Watches, gaming consoles like PlayStation and Xbox, and home appliances like smart refrigerators, thermostats and even lightbulbs. The proliferation of connected devices has forced marketers to try new advertising tactics to keep up with consumers' multiscreen world.