The Weather Channel Partners With Amobee And OpenAP To Deliver Data-Driven Linear Ad Campaigns

The Weather Channel has partnered with Amobee, a global provider of advertising technology that unifies audiences to optimize results. The Weather Channel will license Amobee’s platform to provide data-driven linear (DDL) plans for optimized linear television advertising campaigns using advanced audiences activated through OpenAP. The solution, the companies say, “will enable advertisers to leverage rich data to more effectively target The Weather Channel’s audience segments while improving advertising effectiveness.”

“Savvy marketers increasingly need to reach precise audiences, and having the right data, technology and interoperable partnerships is essential. We are proud to partner with Amobee and expand our existing relationship with OpenAP to make audience-based campaigns easier for advertisers to plan, execute and measure,” said Barbara Bekkedahl, President, ad sales and client partnerships, Weather Group at The Weather Channel.

The Weather Channel says that by leveraging Amobee’s planning platform for advanced data insights and targeting capabilities, its clients “will be able to push the boundaries of linear television to create engaging and compelling ad experiences while minimizing ad waste and duplication. Additionally, they will be able to uncover new and data-informed opportunities in real-time to reach the audiences they care most about based on advanced learnings.”

“We are thrilled to partner with The Weather Channel as it looks to provide its advertisers with the tools it needs to optimize campaigns while providing granular insight into target audiences which will ultimately advance campaign storytelling,” said Stacy Daft, Amobee GM, enterprise commercial business development.

“By expanding our partnership, The Weather Channel will leverage the interoperability of platforms to enable consistent audience definitions to be used for linear optimization planning, targeting and measurement,” said Chris LoRusso, OpenAP chief business officer. “Advertisers can leverage first- or third-party data to build optimized media plans to drive incremental reach and take a more holistic approach to data activation.”