Should We Still Be Using the Term 'Second Screen?'

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Volker Balleuder of MediaPost ponders on the state of targeted advertising and whether the term "second screen" even really applies anymore.

He writes, "Let’s think of the user for a moment. Do they really care on which device they consume? At the end of the day, it is a screen for them, a piece of glass. A speaker at a conference argued the other day that the second screen must be the definition of the 'biggest available and convenient screen at the time of consumption.' This could be a good definition, yet why wouldn’t we use the TV to go on Facebook whilst watching catch up on our mobile? Where are we more engaged: on the closest screen or the most interactive?"

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