Advertisers will work directly with AccuWeather and Comprendi to define the algorithm that fits their overall objectives.
AccuWeather, a provider of weather information and digital media, has launched a partnership with Comprendi, a developer of contextual social advertising tools.
AccuWeather will provide access to more than 40 proprietary weather data and algorithms, including Real Feel Temperature and Allergy, Migraine, Driving, and Lawn & Garden forecasts, which can be used by advertisers to reach audiences in the locations and at the times weather conditions and other factors are relevant for possible purchase decisions and interests.
The algorithms remove the requirement to geo-target to specific locations. This targeting delivers ads only to locations that are being affected by these proprietary weather factors.
“As the marketplace has shifted to an increasingly data-driven industry, AccuWeather has partnered with contextual leaders like Comprendi to share our data in a way that protects consumers’ privacy while allowing for unique levels of customisation and consumer relevance,” David Mitchell, vice-president of Emerging Platforms for AccuWeather, said.
This new partnership is another element of the AccuWeather data strategy to allow advertisers and their agencies customise vast data, including location and proprietary weather information, to reach their audiences and meet campaign objectives.
Advertisers will work directly with AccuWeather and Comprendi to define the algorithm that fits their overall objectives. Once this is defined, Comprendi will facilitate the activation, delivery and reporting for the advertiser.
“I am thrilled to be partnering with AccuWeather to extend the value of contextual advertising,” said Itai Ben-Zaken, CEO of Comprendi. “Our partnership opens multiple additional opportunities for us to deliver unique value to our clients by integrating weather triggers powered by unique forecasts from AccuWeather.”