LiveRamp to Add Weather Data to Targeting Offer

IBM business The Weather Company has partnered with customer data 'onboarding' specialist LiveRamp, to help marketers integrate real-time weather data into their omnichannel campaigns and target consumers at relevant moments.

The Weather Company's targeting platform works on the principle that weather can influence how consumers feel, and impact on their behavior and actions. The partnership matches The Weather Company's 'event-based' and LiveRamp's 'audience-based' data sets. Clients of the latter's IdentityLink Data Store will be able to tap information on environmental conditions, severe weather, and relative weather conditions, to reach consumers at relevant moments. Jeremy Hlavacek, VP, Global Automated Monetization at The Weather Company, says marketers will get access to his firm's data sets on an even larger scale than before.

Luke McGuinness, LiveRamp's Head of Data Partnerships, adds: 'Weather conditions impact a vast number of consumer decisions. The Weather Company has one of the most robust sets of highly precise and accurate weather data, and the ability to extract insights from season and real-time data will be nearly boundless. This collaboration will help extend the reach of those data sets and insights and enable marketers to find the precise moment to engage consumers to drive results'.

Web sites: www.theweathercompany.com and www.liveramp.com .