The Weather Company has access to a trove of first-party data, which gives it a distinct targeting advantage in a post-cookie world. But it’s also investing in AI technology—through IBM Watson Advertising—to create quality content; focusing on a subscription model; and deprioritizing revenue gained from short-term advertising within its apps in order to create a richer experience for consumers. Here’s a look at the strategy behind the brand’s recent decision to reduce its in-app ad footprint by 42 percent, according to a piece in AdExchanger, plus how the company is using AI to improve its subscription offering.
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