AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada who own computers, tablets and smartphones. Shapley analysis, a solution borrowed from Game Theory, was deployed to quantify the relative value of each screen through measuring how each enhances or degrades the overall consumer experience. Learn how and why people transition between devices for different types of content and the impact of advertising in a multi- screen context. The results will give marketers and content creators clear direction for communicating to consumers across these devices and within specific content genres.