We won't build the future of advertising device by device. We need to learn to look at these devices as a way of understanding the context in which consumers are looking for information. Real people use these newest devices — phones, tablets, "phablets", touch-screen laptops and Web-enabled TVs — to connect with each other, shop, navigate the world, watch videos, play games, and take pictures. It's how, when, and why people use their devices we should be paying attention to and less so the devices themselves. Part of the reason for this is that we can no longer deduce a customer's context purely by the device she is using. We used to assume that your mobile meant you were on the go, your tablet meant you were at home on the sofa, and your desktop meant you were at work, but this is no longer accurate. These devices are now bleeding into new realms and your behavior is very different depending on the context in which you're using the device. Think about your own life. You might email on your laptop in front of the TV and simultaneously use your tablet to look up a takeout menu, or listen to music. Don't believe me? Spend time with a 16 year old. Today, most people constantly switch between devices in order to stay connected. And despite advertisers' initial concerns, consumer eyeballs are not necessarily being "lost" from one screen to another. Rather than splitting a finite number of hours across a greater number of screens, consumers are often using multiple screens simultaneously. This is the new multiscreen world. Get the full story at Harvard Business Review