Weather Company expanding access to programmatic ad targeting platform

The Weather Company headquarters. Image: Weather Company

IBM-owned The Weather Company said it plans to expand off-property access to its ad targeting platform, WEATHERfx, while extending the capability beyond The Weather Channel and Weather Underground web and mobile properties.

To get the WEATHERfx expansion done, The Weather Company teamed up with The Trade Desk, a self-service ad buying platform, and Vistar Media, a programmatic out-of-home advertising. Through its partners, Weather Company said marketers will be able to use WEATHERfx targeting across a variety of programmatic campaigns.

RELATED: DirecTV illegally shared SportsNet, Hulu and Weather Channel carriage talk info with Charter and Cox, DOJ says

WEATHERfx is an automated targeting platform that uses weather-based triggers to identify consumer behaviors impacted by weather conditions and then allows for less media waster for brands.

"As the digital advertising ecosystem continues to grow and transform, it's more important than ever for marketers to manage their campaigns across all channels in a more holistic manner," said Jeremy Steinberg, global head of sales at The Weather Company, in a statement. "By expanding the availability of our WEATHERfx platform off-property with The Trade Desk and Vistar Media, marketers will be able to apply our proven and successful WEATHERfx targeting to a much larger portion of their overall media and marketing, and make their overall campaigns more targeted and relevant based on local weather conditions. This marks the continued evolution of The Weather Company's innovative ad solutions as they grow and scale beyond our properties."

"Collaborating with The Weather Channel to extend WEATHERfx data targeting to out-of-home was a natural fit," said Michael Provenzano, CEO of Vistar Media, in a statement. "Vistar's platform is uniquely built to respond to data sets involving location and time—like weather conditions—to help marketers connect with on-the-go consumers at the right place and right time with relevant messaging."

RELATED: Weather Channel's Shull: Cable channel won't be part of any digital sale to IBM

WEATHERfx’s targeting also works across social media, email marketing, and on marketers' owned and operated websites or mobile apps.

The WEATHERfx expansion comes about one year after IBM announced a $2 billion deal to acquire digital and data assets from The Weather Company.