Hecht said he and his team were impressed by Lotame's "hundreds of off the shelf" audience segments, depending on the marketer and their needs at a given moment. He also praised Lotame's scale.
Specifically, Lotame's Crowd Control product will power weather.com's AudienceFX, the site’s audience targeting solution for brands. In addition to getting more consumer insights apart from the weather, TWC will avail itself of Crowd Syndicate, which allows Lotame's DMP customers, on a permission basis, to share information with each other.
"We consider Crowd Syndicate to be a shot over the bow to the third-party ecosystem," Lotame CEO Andy Monfried told AdExchanger.
So how will the two "go beyond" the weather in aiming ads at consumers? For starters, the data gathered will start with weather and try to determine what's bringing the user to TWC's digital properties. Can it be connected to a local lifestyle marketer?
"Our value is in being able to collect difficult, multivariate first-party data segments all in one session," Monfried said. "TWC was already collecting geo-based data. We can collect and layer event-level data to see how a consumer is interacting with weather. That's a value to TWC, to their marketers and to their users."