It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology.

“We’ve partnered with Innovid and connected mobile app data with smart TV boxes to be able to dynamically change advertising based on what you’re doing on a mobile phone at the same time,” CEO Mark Zagorski tells Beet.TV in this video interview.

“We’re looking to change the dynamic of TV advertising – making it more targetable, making it more related to what that consumer is doing on multiple diff devices and leveraging our unified consumer profile.”

The eXelate proposition, which just moved out of beta, sounds interesting. According to its announcement:

“If a consumer searches for auto information on a car-listing site via mobile, eXelate would sync mobile site-level data with data from Roku. When that same consumer streams a video through Roku, eXelate could dynamically alter the ad creative through Innovid based on the consumer’s presence on the car-listing site.”

Zagorski was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please visit this page to see more Beet coverage from the conference.