Home AdExchanger Talks Podcast: Weather’s New Pattern

Podcast: Weather’s New Pattern

SHARE:

Welcome to AdExchanger Talks, a podcast focused on data-driven marketing. Subscribe here.

For this week’s episode of AdExchanger Talks, we have The Weather Co. in the studio. Weather was ranked No. 2 on AdExchanger’s recent list of the Top 10 Programmatic Publishers for 2017. The IBM subsidiary is a huge seller of mobile app inventory, and has recently opened a new chapter by licensing its data asset separately from media.

“We’re always going to have a great media business selling impressions on our properties, and that’s growing very nicely,” says Jeremy Hlavacek, VP of global automated monetization. “But the ability to create new revenue streams within IBM is really important, so I think that added some pressure.”

The shift also makes sense when you consider IBM’s broad focus on artificial intelligence through its Watson platform. As Weather gets more experience leveraging Watson, Hlavacek said it will begin ingesting outside data – not merely exporting its own segments.

“I envision us becoming more like a data trading desk, where we’re buying and selling data and mixing that up in interesting recipes – maybe with Watson as the chef,” he says.

Also in this episode: Securing data, the state of badvertising and the future of ad sales.

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.