"You can film a movie while watching a movie and making a phone call, all while watching your favorite episode of The Office."

This quote from a Saturday Night Live skit parodying Apple CEO Steve Jobs says it all. Today's consumers are often carrying a cell phone, PDA, iPod, and computer everywhere they go. Advances in technology have reached a point where it has become possible to combine these devices. This is dramatically altering the way people consume content. Consumers have more control over their content than ever before and advertisers are struggling to keep up with the changes in media viewing habits. Convergence devices, such as Apple's iPhone will continue to radically alter the old model.