IPONWEB Announces Partnership with The Weather Company on Weather-Based Media Buying Platform

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Innovative new platform brings real time weather-based targeting capabilities for both on and off property inventory.

The combination of weather, location and audience creates a unique offering for advertisers that we think represents true innovation in digital advertising.

Real-time technology pioneer IPONWEB announced today that it has partnered with The Weather Company (Weather) to assist in building the company’s WeatherFX Media Console (WFXMC), a groundbreaking platform that will allow advertisers to build marketing programs based on weather condition data that can run across Weather properties as well as across the broader programmatic ecosystem.

With its unparalleled weather-based data assets, based on historic, current and forecast weather conditions, Weather is the only publisher capable of delivering this type of targeting at scale across its digital platforms, including weather.com and The Weather Channel mobile and tablet apps. With the new platform, Weather can now leverage this targeting for extension campaigns purchased on a real-time buying basis across multiple exchanges and supply sources beyond Weather’s own properties. Weather will also utilize IPONWEB’s recently launched BidSwitch to access this inventory.

“We chose IPONWEB as one of our partners because of their extensive experience and unmatched expertise in customizing programmatic and data platforms,” said Jeremy Hlavacek, vice president of operations and strategic partnerships at The Weather Company. “IPONWEB’s unique ability to bring forward purpose-built technology to meet our unique requirements, combined with their rapid time to market and industry leading targeting and optimization expertise, were all critical to realizing this dynamic new strategy for The Weather Company.”

“IPONWEB’s mission is to partner with innovative, market-leading companies that can bring forward unique and challenging applications of our technology in the programmatic ecosystem. The vision of The Weather Company is a perfect fit with this philosophy and we are very excited to work with them. This initiative really does blaze the trail for innovative programmatic engagement among premium publishers,” commented Scott Neville, CMO at IPONWEB.

"The marriage of IPONWEB’s technology, with The Weather Company's tremendous data set and sales channel, is an extremely powerful one. The combination of weather, location and audience creates a unique offering for advertisers that we think represents true innovation in digital advertising," said Scott Halpert, vice president, business development, North America at IPONWEB.

IPONWEB is an industry pioneer and world leader in the Engineering & Operation of highly customized, real-time media trading platforms and technologies. With more than 10 years experience driving innovation in the ad exchange and real-time technology space, IPONWEB is the 'behind the scenes' technology provider that many of the worlds leading industry players rely on to successfully power their businesses. IPONWEB’s client base includes more than 40 DSP’s, Trading Desks, SSP's, DMP’s, Ad Networks & Exchanges across the Americas, Europe & Asia. http://www.iponweb.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 http://www.weather.com/press.

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Scott Neville
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