Cross-Screen Marketing: Mastering the Evolving Media Mix. As smartphones and tablets evolve, the bright lines that formerly separated digital, print and TV, and mobile and PC, are breaking down. Content and advertising need to be wherever and whenever the consumer wants them to be, and “mobile” is not so much a device-type as a behavior or state of mind. The IAB and Silicon Vikings present an industry conversation on the state of cross-media marketing. An expert panel of thought leaders will examine trends in consumer media behavior, examples of cross-media strategies, and advice getting your message across in a cross-screen, omni-screen media world.