• August 25, 2016

WeatherAlpha Integrates with Drawbridge

WeatherAlpha has integrated its proprietary WeatherEdge data intelligence technology with a number of third-party advertising and marketing platforms, including the Drawbridge Cross-Device Platform. Companies can now leverage WeatherAlpha's 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, in a statement. "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 Rahul Bafna, Drawbridge's vice president of product management and partnerships, in a statement. "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 aggregates raw data sets from a wide variety of private and public sources. 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 stand-alone platform or as an add-on to an existing platform via an API integration.

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