weather.com Selects Lotame to Power Audience Targeting Solution
Lotame is exclusive DMP for AudienceFX; provides brands with best-in-class ad targeting
NEW YORK, April 22, 2013 /PRNewswire/ – Lotame, the global leader in unifying data management, today announced that weather.com has selected Lotame as its primary data management platform (DMP) for AudienceFX, the site’s audience targeting solution for brands. In this partnership, powered by Crowd Control®, Lotame’s feature-rich DMP technology, AudienceFX will provide brands with best-in-class targeting to meet their advertisers’ campaign objectives across weather.com.
For brands, AudienceFX provides access to weather.com’s highly engaged audience with:
- Real-time, locally relevant information;
- A comprehensive view of actionable, targeted audience segments from first, second and third-party data; and
- Audience profile reporting tools to continuously optimize on campaign effectiveness and performance.
“weather.com delivers one of the most diverse and dynamic audience bases based on how people plan their lives,” said Curt Hecht, chief global revenue officer for The Weather Company. “AudienceFX will allow us to better leverage reach and scale to deliver the specific audience that matters most to marketers and agencies.”
AudienceFX allows brands to choose from predefined audiences, request specific data segments from third-party providers, and tailor audiences to specific campaign objectives. Brands can also identify additional audience segments with high affinity to maximize reach, while meeting campaign goals.
“We’re thrilled to work with The Weather Company,” said Andy Monfried, founder and CEO of Lotame. “We share a common vision when it comes to data-driven marketing, and it’s a privilege to provide the platform through which The Weather Company collects, organizes and activates its incredibly rich data set to build unique audience products.”
To learn more about AudienceFX, visit http://twcmediakit.com.
Lotame is the global leader in unifying data management, empowering innovative publishers, ad networks and brands to unlock the full value of their audience data. Clients leverage Lotame’s Unifying DMP, Crowd Control® to collect unstructured audience data from disparate sources anywhere, and organize it into one user friendly interface to convert that audience data into action, insights and intelligence everywhere. With Lotame, publishers, networks and brands can make informed decisions, build unique products and drive positive business outcomes from their data assets. For more information, visit www.lotame.com.
About The Weather Company: Where the World Gets its Weather
Through The Weather Channel, weather.com, Weather Underground, Intellicast.com, and third-party publishing partners, the company provides millions of people every day with the world’s best weather forecasts, content and data, connecting with them through television, online, mobile and tablet screens. Through WSI and Weather Central, the company delivers superior professional weather services for the media, aviation, marine and energy sectors. The Weather Company is owned by a consortium made up of NBC Universal and the private equity firms The Blackstone Group and Bain Capital. For more information, visit www.weather.com/press.