The mobile and TV advertising platform AdTonik is slated to work with Time Warner Cable Media in the coming months on its TV and mobile initiatives in major markets including New York and Los Angeles, says Michael Masters, Co-founder and CEO of AdTonik in this interview with Ashley J. Swartz for Beet.TV. “We will be delivering unique creative based on ad exposures the user is likely exposed to,” he explains, adding that AdTonik has worked with marketers including Hilton, Visa and HTC.

AdTonik is a TV audience extension platform for mobile devices that lets brands and content owners reach mobile users based on how they watch TV, he explains. Cross-screen buying is growing in use, and Masters expects TV buyers to drive most of the innovation in cross-screen.

Beet.TV spoke to Masters in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.