It’s no secret that weather patterns are getting increasingly unpredictable. For advertisers, this poses a tricky challenge when planning seasonal content. Winter, in particular, hinges on tiny temperature shifts that can make or break snow-related activities. However, here’s the silver lining: programmatic ads are stepping up to tackle this issue.

Programmatic ads, including native, display, and connected TV, are becoming invaluable. They used to let you target areas recently hit by rain or snow. But now, they’ve upped their game by tapping into even more detailed weather data.

Let’s say you’re promoting a destination for snowmobiling. Instead of only advertising when there’s snow on the ground, you can now refine your approach. Use information like temperature, humidity, and precipitation to be smarter about your timing, increasing ad spend when conditions are right and backing down when things start heating up.

In this era of unpredictable weather, having this data at your fingertips means you can spend your budget wisely, plan ahead, and reach your audience when it matters most.

So, as the weather keeps throwing curveballs, remember that programmatic ads are your secret weapon to adapt and get your message out there at just the right moment.