The Weather Company on programmatic, ad fraud, and how extreme conditions affect business

There are 2 sales channels at The Weather Company. We have our own direct sales organization and therefore manage the commercial part, where we offer our shares for sale via platforms and online exchanges. They are currently around 50 and 50 and the trend is more programmatic.

1. How can you prevent your programmatic sales from being sold directly?

JH: We spent a lot of time analyzing yields and prices on both channels. From our point of view, it doesn’t matter if an advertiser wants to buy a person and a handshake or a technology platform, as long as the price is right.

The second part is that the man and I focus sales on the most important earnings, which can see the performance of both channels and make strategic decisions.

They may want one customer to shop through automated platforms and another through direct sales channels, perhaps because of the relationship with the customer or the type of purchase they want to make, but the two divisions are on the same level.

2.Some media companies think of unsold inventory programs. What do you think?

JH: It’s an old-fashioned way of looking at things. At the moment, we see many premium advertisers who want to use automation technology to make their purchases.

As long as the pricing works with the revenue model, we have no problem with it.

What data points can you use to reach consumers more accurately?

As a weather company, we are the only ones to provide many sets, especially weather and position data.

If a strong advertiser wants to advertise, they can use typical programmatic tools to identify their target audience, such as young people between the ages of 25 and 35 who are likely to drink beer at the weekend.

We can then tell them that when it’s warm and sunny in New York, it’s a great time to place Budweiser ads for a beachside beer or whatever.

Or, if Chicago is cold and stormy, but it’s football season, it might be a good time to add a beer commercial with a different message, like “Come in and watch the game with your friends and have fun.” Budweiser “

3. Earlier this year, Hurricane Matthew hit the east coast of the United States. How does such an important event affect your work?

To understand how digital property management works, a hurricane is an unusual use case.

Traditionally, much media planning involves forecasting inventory, understanding how many impressions you will have, and pre-sales. It works well for our direct sales.

However, when a hurricane, blizzard, heatwave, tornado, or other major weather occurs, it is not uncommon for traffic to increase by 200 to 400 percent.

4.What is the biggest challenge for the programming industry?

One problem that arises in this space is ad fraud. The companies running the exchanges may have been a little liberal about who allowed them to participate in the fair.

This means that advertisers spend a lot of money on properties that are too long, generate non-human traffic, or may not have very visible ads.

How will it affect your business?

JH: The good news is that advertisers are taking it a lot more seriously in favor of companies like Weather, which can offer premium titles at scale without worrying about fraud, visibility, and non-human traffic.

 5.How do you solve the problem of advertising fraud?

It’s been in the media for a long time, to be fair, since the early days of TV and print. That’s why third-party verification companies, such as Nielsen, were invented to verify exactly what is being served.

This is only the case in the software industry as it grows and realizes that it must follow the same model as other media.

As for a new and disruptive emerging industry, it may not matter, but more than $ 20 billion is now being spent on programmatic ad technology. It is not correct to say, “Let him go.” The stakes are very high.

What are some of the innovations in the programmatic context?

JH: It really grew out of the web display inventory and the focus on technology has shifted to the limit, but there’s a huge opportunity on mobile.

We target cookies on the website, but it does not exist for mobile in-app inventory.

We know there is a large audience, but advertisers still don’t know how to use data for targeting, so they invest most of their money on Facebook or Google.

6.How do you solve the moving target problem?

JH: The key is the data to me. Search the internet. People blindly bought copies and used the site as a proxy.

If you reach out to guys you’ll likely get ESPN, but you’ll also be reaching out to women who may not be fit for purpose, so they’ll waste your money.

Weather.com, New York Times, and other brands have their fair share of guys too. That’s why we need to move from contextual targeting, where brands represent the audience, to truly defined audience segmentation.

 7.What’s the future of programmatic?

JH: In 2017 we are looking for ways to apply our data to all media. The program is great, but the social media, outdoor and TV commercials are very powerful.

There’s no reason our data isn’t effective on all channels, but this is just the beginning. The operating systems behind all of these media are very different from what we do to place an ad on a website.

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