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How do you target people without third-party cookies or device IDs? One way is to use the weather correlated with aggregated online and offline shopping behavior.
IBM Watson Advertising released a tool on Monday that expands its weather targeting capabilities by using artificial intelligence to analyze the relationship between weather data from The Weather Company, location data down to the ZIP code level and point-of-sale data from Nielsen to uncover insights that marketers can apply to their digital campaigns.
The solution is part of a suite of AI-infused products that IBM Watson Advertising has been rolling out since January.
The first, which came out at CES, is a souped-up dynamic creative optimization tool that uses AI to drive predictive models that aim to enhance creative ad performance. The second, released in July, uses natural language processing to analyze social posts, including tone and derived personality traits, to match brands with relevant influencers. Another Watson Advertising AI product, in addition to the new weather targeting tool, is slated for release in October.
“Programmatic is rooted in automating transactions,” said Sheri Bachstein, VP and global head of Watson Advertising and The Weather Company. “What’s different about AI technology is that it …
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