• by Tobi Elkin  @tobielkin, December 12, 2016

The Weather Company, a unit of IBM, on Monday announced it’s  expanding off-property access to its proprietary automated ad targeting platform, Weatherfx.

It’s also extending the capability beyond The Weather Channel and Weather Underground Web and mobile properties. The move, which aims to improve personalized marketing, also has Weather partnering with The Trade Desk and Vistar Media, a provider of programmatic out-of-home (OOH) advertising.

Through Weather’s partnership with The Trade Desk and Vistar Media, marketers will be able to use Weatherfx targeting across a variety of programmatic campaigns. Digital advertising is forecast to account for more than half of OOH ad spending by 2018, according to eMarketer.

Weatherfx is an automated targeting platform that aims to help marketers make better decisions by using weather’s potential impact on emotion, and delivering messaging designed to inform consumer action. The Weather Company said that by using weather-based triggers that identify conditions when weather is most likely to drive consumer behavior, Weatherfx can help eliminate wasted impressions.

“By expanding the availability of our Weatherfx platform off-property with The Trade Desk and Vistar Media, marketers will be able to apply Weatherfx targeting to a much larger portion of their overall media and marketing, and make their campaigns more targeted and relevant based on local weather conditions,” Jeremy Steinberg, Global Head of Sales, The Weather Company, said in a statement.

“The Trade Desk’s collaboration with The Weather Company enables advertisers to achieve a more granular level of decisioning, resulting in even more dynamic and contextually relevant ads,” stated David Danziger, VP of Enterprise Partnerships at The Trade Desk. “Our customers are able to use this additional layer of Weathefx data to better target consumers across their whole campaign, from mobile to connected TV, native to display, and everything in between.”