So how will the two “go beyond” the weather in aiming ads at consumers? For starters, the data gathered will start with weather and try to determine what’s bringing the user to TWC’s digital properties. Can it be connected to a local lifestyle marketer?
“Our value is in being able to collect difficult, multivariate first-party data segments all in one session,” Monfried said. “TWC was already collecting geo-based data. We can collect and layer event-level data to see how a consumer is interacting with weather. That’s a value to TWC, to their marketers and to their users.”
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