Numerous studies have shown that people tend to multitask with their technology. Twitter’s jump into the advertising pool has certainly been informed by this behavior, and their seeming omnipresence gives them a unique perspective on how brands can effectively target their audiences. Twitter is now rolling out TV Ad Targeting to all US advertisers following a beta launch in May. The service is based on technology acquired with BlueFin Labs, a TV analytics service Twitter bought in February, that uses video fingerprinting technology to determine which ads played in which markets during which shows. By feeding Twitter users ads related to the TV they are watching, Neilsen studies state, message association rises by 95% and purchase intent jumps up almost 60%. This capability, combined with improved analytics for advertisers could make Twitter an even more valuable and easy to use second screen tool for marketers looking to push their campaigns to the next level.