WeatherAlpha Brings Custom, Targetable Weather Attributes to Third-Party Platforms
WeatherAlpha, the company that makes the complex science of meteorology easy to understand and actionable for brands and advertisers, today announced that its proprietary WeatherEdge(TM) data intelligence technology has been integrated with third-party ad-tech and mar-tech platforms, including the Drawbridge Cross-Device Platform. Agencies and advertisers can now leverage WeatherAlpha’s proprietary data through Drawbridge’s platform to dynamically message consumers across devices with weather-related messages.
“Pairing local weather conditions with consumers’ needs results in more relevant messages and ultimately drives purchases, and we’re proud to make this data firehose available to other platforms, including Drawbridge,” said Carl Weber, WeatherAlpha’s Director of Business Development. “Today’s digital marketers are already employing demographic, psychographic, dynamic, and geographic targeting. Environmental targeting, as we like to call it, is a natural next step to reaching consumers in the right time, place, and mindset.”
“We’ve seen over and over again that applying contextual data to cross-device marketing campaigns can drive consumer intent, and environmental data is a particularly valuable tool for driving an engagement or action,” said Drawbridge’s VP of Product Management & Partnerships, Rahul Bafna. “Leveraging this data for cross-device campaigns requires timely information at a global scale, and the granularity and flexibility of the data is unmatched. WeatherAlpha leads in a variety of targeting inputs, including variations above and below regional norms, customizable ranges of atmospheric conditions, UV-index, and even weather-related data such as pollen count and cold and flu outbreak. The data flexibility also allows our clients to activate campaigns against weather conditions days in advance, instead of being reactive to the current elements. Tapping WeatherAlpha as our exclusive provider of this unique data set was an easy choice.”
WeatherAlpha makes meteorology understandable and actionable by aggregating raw data sets from a wide variety of private and publicly available sources, validating their accuracy, and creating proprietary sets of weather data that help marketers make meaningful and timely connections with potential customers. The company also provides expert meteorological consultation on how weather data can best be applied to each campaign, as well as a vast amount of data customization. WeatherAlpha’s WeatherEdge data intelligence technology works as a standalone platform, or as an add-on to an existing platform via an API integration.
Brands such as Kingsford Charcoal and Clorox have already leveraged WeatherAlpha’s weather targeting capabilities for their digital advertising campaigns, and have benefitted from the company’s proactive weather triggers that allow more efficient media planning. Now Drawbridge’s agency and brand clients can access this rich, granular, contextual data-set for cross-device campaigns as well.
The Drawbridge Cross-Device Platform is a one-stop destination for marketers to buy media, reach consumers, and measure success across devices, and was recently named the “Best Display and Programmatic Advertising Platform” in the 2016 Digiday Signal Awards. Agencies and brands have full access to the platform, enabling teams to set up campaigns, determine targeting criteria, manage creative assets, and understand ROI, including consumer paths to conversion across devices and even offline.
Launched in 2010, WeatherAlpha was founded on the principle that weather permeates and impacts almost everything in our lives—from the most mundane of tasks to larger and more costly life choices. The company’s mission is to deliver industry specific solutions to clients seeking to understand the impact of weather on their businesses and gain a competitive advantage. It does this by aggregating raw data sets from a wide variety of private and publicly available sources, validating their accuracy, and creating proprietary sets of weather data that help marketers make more meaningful connections with potential customers. Learn more at www.weatheralpha.com.
Drawbridge is the leading anonymized cross-device identity company building technology that fundamentally changes the way brands connect with people. The Drawbridge Connected Consumer Graph® includes more than one billion consumers across more than three billion devices, and was found by Nielsen to be up to 97.3% precise. Brands can work with Drawbridge in three ways: by licensing the Drawbridge Connected Consumer Graph for cross-device data applications; managing cross-device ad campaigns in real-time using the Drawbridge Cross-Device Platform; or working with Drawbridge to execute cross-device campaigns. The company is headquartered in Silicon Valley, is backed by Sequoia Capital, Kleiner Perkins Caufield Byers, and Northgate Capital, and has been named to the Inc. 5000 annual ranking of the fastest-growing companies in America for the past two years. For more information visit www.drawbridge.com.
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