CANNES – Addressability on mobile devices gets a bad rap because of cookies and the lack thereof in some cases, but mobile phones do offer a whole slew of useful information, says Ray Velez, Chief Technology Officer for Razorfish and co-author of the book Converge during an interview with Beet.TV. That’s because phones provide a range of insight into users to make interactivity richer, more contextual and relevant — the location of a user and whether they are moving, for instance. “I don’t necessarily need to know who you are, but how do I use those other things to make the experience richer over time?” he posits.

Interactivity in video is catching up with existing technology, he adds. For instance, if a user pauses a movie on Google Play, information about the movie or actor will appear, offering ways to enhance the viewing experience. “That technology has been around for a long time but it hasn’t been as pervasive as it could be…that’s where it needs to go,” he says.

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