This article speaks about the new levels of online activity that goes along with the popular TV ads. It also mentions how most advertisers are now using social media as a way to interact personally with their consumers. They can now display ads on certain people’s social media feeds during the Super Bowl. Often Twitter or Facebook are used as a second-screen experience during the game so rather than just focus on the TV ads, they are trying to be seen everywhere. A new technology that has recently occurred that has helped the advertisers is automated posts. They will allow the companies to reply to numerous tweeters automatically with a fixed message. They are also trying to sync up their normal tweets with their ads which is difficult due to the unpredictability of the game and ad time. They are not exactly sure when the ads will show so the use of automated posting could be ineffective here.