The Weather Company matches inventory with audience segments

The Weather Company has implemented a new audience forecasting and yield management system for AudienceFX, its audience targeting solution for brands on its digital and mobile platforms.

With the new system, which combines Lotame’s data management platform (DMP) and Yieldex’s analytics and trading tools, The Weather Company can better analyze key audience segments and increase yield across its digital properties.

Lotame and Yieldex offer online marketers and publishers the ability to forecast ad impressions based on precise behavioral, demographic and geographic audience segments. Publishers like The Weather Company can build user groups around audience data through Lotame’s DMP and use Yieldex to identify the specific content areas of their sites and apps where advertisers are most likely to reach those user groups, Lotame reports.

Barrett Nichols, director of digital yield optimization & revenue management at The Weather Company, says, “Lotame helped us move from a very static, constricted data environment to one that is more fluid and able to be adjusted to our business. Since we were able to integrate Lotame and Yieldex into our forecasting system, we’ve been able to analyze segments, overlaps and increase yield in areas that were never previously available.”

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