IBM-owned The Weather Company has announced that it is expanding off-property access to its automated ad targeting platform, Weatherfx. It is also further extending the capability beyond The Weather Channel and Weather Underground web and mobile properties.

Through The Weather Company’s collaboration with The Trade Desk, a platform for buyers of advertising, and programmatic OOH advertising solution Vistar Media, marketers will be able to leverage Weatherfx targeting across programmatic campaigns.

“As the digital advertising ecosystem continues to grow and transform, it’s more important than ever for marketers to manage their campaigns across all channels in a more holistic manner,” said Jeremy Steinberg, Global head of sales at The Weather Company. “By expanding the availability of our WEATHERfx platform off-property with The Trade Desk and Vistar Media, marketers will be able to apply our proven and successful WEATHERfx targeting to a much larger portion of their overall media and marketing, and make their overall campaigns more targeted and relevant based on local weather conditions.”

Weatherfx uses weather-based triggers to identify conditions when weather is most likely to drive consumer behaviour. It is said to eliminate media waste and activate a brand’s media to run when the weather performs in a certain way.

The Weather Company says that in addition to improving relevancy of programmatic advertising campaigns, ‘Weatherfx can also be used off-platform to help marketers better target messaging across social media, email marketing, and on marketers’ owned and operated websites or mobile apps.’