![]() Having data capabilities in-house could quickly erase the learning curve an entity like TWC would otherwise have to take. The acquisition is a recognition that not everyone wants the weather in exactly the same way.”Īs Curt Hecht, Kenny’s current chief revenue officer and former VivaKi colleague, said in an interview with us last month, TWC needs to focus more on programmatic buying. ![]() “This will help us focus on what we do best: develop new products, while The Weather Underground concentrates on creating tools and packaging data in a way that will broaden our usage by consumers and marketers. “Our goal is to have multiple brands,” TWC chairman and CEO David Kenny told AdExchanger. The Weather Underground, best known for its radar and stats heavy Wunderground site, can help TWC attract a more tech-oriented audience of roughly 11 million monthly users and connect more directly with affiliates in Silicon Valley and in other parts of the world. In essence, TWC is a lifestyle and media property. The Weather Channel’s acquisition of meteorological data company The Weather Underground ( see release) may not provide the cable network and app operator with any immediate abilities to better predict rain or shine, but it does give it access to a well-regarded tech company that can help it lay the groundwork for new products and a wider audience.
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