In the mid-90s my grandfather bought a 486DX2 computer. You could perfectly run Windows 95 and Internet Explorer. Around the same time, the first banners ads appeared on the Internet, and so the interruption era. Fast forward to 2018, today’s users have tablets, mobile phones, smart TVs, smart watches, and they are all cross-device re-bombarded with playable ads or video ads. Ad technologies are empowering marketers to serve the right ad, to the right group of users, at the right time, through the right device. One thing that didn’t evolve in 20 years: people still believe ads are noisy and invasive. No matter what channel, placement or device you use, make sure your ad is not interrupting, but it is expected, missed and welcomed by your public.