The Weather Company has taken another step toward predicting much more than just weather.
Now owned by IBM, the company has unveiled an updated and rebranded ad targeting platform called Journeyfx. It uses the analytical skills of IBM’s Jeopardy-winning Watson supercomputer to better predict which users make the best targets for specific kinds of ads, and when is the best time to reach them.
And there’s now another major layer of data: how users react to Watson Ads, just launched this week by the Weather Company.
The company had been using location and weather for basic geo-targeting of its ads for the inventory in its own properties, Weather.com on the web and the Weather Channel mobile app. But now, backed by Watson, it is also learning more sophisticated behavioral patterns.