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The Weather Channel Interactive Partners with Media Trust Company to Provide Ad Agencies with Launch Verification Services


Adds first-ever offering of direct online send of ad verification and launch data to online and mobile advertising clients

ATLANTA - The Weather Channel Interactive (TWCi) today announced that it has contracted with Media Trust Company (MTC) to provide line item campaign launch verification including online tear sheets for all of its clients for online, desktop application, and mobile Internet campaigns. This adds for the first time a seamless data transfer that saves publishers, ad networks and agencies enormous time and effort.

“The Weather Channel and MTC partnered to come up with a cutting-edge, time-saving solution with our advertisers and agencies in mind,” said Midge Brown, Director, Client Stewardship, The Weather Channel Interactive. “The Weather Channel has often been recognized in the industry for our outstanding client services team, and this capability for launch verification reporting is another example of listening to advertiser needs and working with MTC to make it happen.”

The service allows for seamless data transfer of launch verification data from publishers and networks to agencies, and from agencies to advertisers. TWCi clients will be provided with automated line-item campaign launch confirmation; auditable demographic, behavioral, and geo-targeted campaign quality assurance, and screen shot acquisition and deck creation.

Chris Olson, CEO of The Media Trust Company, said the announcement is a critical development for ad operations efficiency for media buyers and sellers, who are struggling to solve the scale issues for agencies, networks, and publishers.

“This new process adds transparency and helps streamline the launch verification process, from publishers and networks to agencies and advertisers, by providing an automated method to access and share ad verification data,” Olson said. “The Weather Channel Interactive has been a great partner for more than three years and we are happy to strengthen our relationship and help provide even better service to their ad agency clients.”

The Media Trust Company verifies campaign launch for thousands of individual media buys every day, and provides campaign line item Quality Assurance and automated reporting for campaigns running in more than 40 countries. MTC, the leading provider of online ad verification since 2004, maintains the largest global infrastructure in place for physical campaign launch and target verification. MTC clients include top tier publishers, networks and interactive ad agencies. Supporting traditional online and mobile internet advertising including display, rich media, video, text and search, MTC systems are integrated with leading ad serving and order management solutions. For additional information visit

The Weather Channel Interactive (TWCi) is the leading provider of broadband and wireless weather products including, The Weather Channel Desktop and The Weather Channel Mobile., the Web site of The Weather Channel, is the ultimate source of weather on the Web helping users plan their lives by delivering timely current conditions, expert forecasts and relevant lifestyle content for 98,000 location IDs worldwide. TWCi reaches more than 38 million unique users online each month and is the most popular source of online weather, news and information according to Nielsen//NetRatings. TWCi also provides consumers with unique and customizable products such as Desktop Weather, toolbars, extensions, widgets, gadgets, and a full lineup of mobile services including downloads, messaging, mobile Web, and mobile video. Other TWCi sites include, a vacation home rental site, Forecast Earth, a site dedicated to the discussion of climate change, and a series of international sites, including,,, and

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