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»Weather Company

Weather Co. Turns To LiveRamp To Do People-Based Marketing

IBM-owned pub The Weather Co. is working to tap into people-based marketing budgets that would normally go to Facebook or Google by using LiveRamp’s IdentityLink product. Marketers and publishers alike onboard their data to LiveRamp’s huge online identity graph to kick off the process. Because LiveRamp can identify many more users than a marketer or... Continue reading »
by Sarah Sluis // August 4th, 2017 //
»
Podcast: Weather's New Pattern

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... Continue reading »
by Zach Rodgers // August 3rd, 2017 //
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The Top 10 Programmatic Publishers

By Sarah Sluis, Kelly Liyakasa and Alison Weissbrot Some publishers excel in programmatic in ways that make buyers take notice. The best way to stand out in programmatic is by integrating sales teams so it’s easy to buy programmatically and direct with a single conversation. Smart publishers don’t create incentives that make salespeople push direct... Continue reading »
by AdExchanger // July 10th, 2017 //
»
A Forecast On How IBM Will Use The Weather Company: Future Still Cloudy

When IBM revealed Friday it had closed its deal (financial terms weren’t disclosed) for The Weather Co.’s product and tech business, it began setting expectations on how those assets will be used. There are two things to consider. First, The Weather Co. has digital publications that sell advertising. Second, it sits on a massive front... Continue reading »
by Ryan Joe // February 1st, 2016 //
»
With Weather Co. Acquisition, IBM Bolsters Data Services, But It’s Not Diving Into Media Just Yet

IBM’s agreement to acquire The Weather Company’s B2B, mobile and cloud-based web properties – including WSI, weather.com, Weather Underground and The Weather Company brand, but not The Weather Channel – is likely more about data assets and less about a grand entrance into the media world. Read the release. IBM was mum on its long-term strategy, saying through a spokesperson that... Continue reading »
by Alex Palmer // October 28th, 2015 //
»
Weathering The Consumer Shift To OTT

The Weather Channel is restructuring its TV assets, motivated by the realities of consumer demand – and what it perceives as an opportunity for live programming in mobile and connected TV. A week after making its first real foray into TV Everywhere, The Weather Company revealed on Wednesday that it is pulling back on non-weather... Continue reading »
by Kelly Liyakasa // September 9th, 2015 //
»

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