Most users today have multiple devices for surfing the web, chatting with friends, and of course, catching up on various social networks. While this is a good thing for the users, who can now update statuses from the bed – for advertisers it’s a significant problem, since they lose the identity of the users during their transition, and thus, can’t offer the best ads for them.

The Israeli startup Crosswise is interested in helping media companies to identify the users even when they’re moving between a variety of devices, thus improving their advertising capabilities.

Read more in Geektime