Tomorrow.io

FreshDirect Taps Into Real-Time Weather Data To Power DOOH In NYC’s Subway System

FreshDirect piloted a real-time weather-targeted DOOH campaign in New York City's subway from January 31 to March 20, 2022. The 15-second ads ran on OUTFRONT Media's digital signage network, tailoring creative to current weather using Tomorrow.io data (aggregating NOAA models). In-house creatives, with Quan Media Group, produced the spots and partnered with So Yummy for recipe content. QR codes linked to FreshDirect recipes and affiliate purchases, with targeting informed by mobile conquesting. Performance metrics included impressions, site traffic, and completed transactions, complemented by qualitative feedback; specific results were not disclosed. The effort seeks to understand weather-driven decisioning in a post-pandemic city and to bolster both lower-funnel actions and brand awareness.

Twitch Leak; MoPub Sale; ITV Weather Targeting

This Week in Review highlights three major adtech developments: Twitch confirmed a massive data leak exposing its complete source code, creator payment details, and an unreleased Vapor service, which the company says stemmed from a server configuration change. Twitter agreed to sell MoPub, its in-app monetization platform, to AppLovin for $1.05 billion in cash; Twitter had previously acquired MoPub for about $350 million in 2013, with MoPub reporting $188 million in revenue in 2020. ITV Hub is rolling out real-time weather-targeted programmatic advertising via Planet V, in partnership with tomorrow.io to provide weather data. The feature allows campaigns to auto-run, pause, or adjust copy based on regional weather, marking ITV as a first UK broadcaster to offer such Weather Targeting for advertisers.

Meet Adland’s Challenger Agencies to the Big Six

VideoWeek profiles the challengers to adland’s traditional ‘big six’ holding groups, arguing that the pandemic accelerated a shift toward agile, data-driven, digitally focused models. The piece highlights S4 Capital (launched 2018 by Sir Martin Sorrell) and its digital-only approach with MightyHive and MediaMonks, noting 2020 revenue up 60% year-over-year and a valuation exceeding £3 billion after six acquisitions (Decoded Advertising, Tomorrow, Staud Studios, Metric Theory, Datalicious Australia, Jam3). It also covers The Stagwell Group (founded 2015) with MDC Partners, Code and Theory, SKDKnickerbocker, NRG, Forward3D, reporting $888 million in annual revenues and a merger with MDC Partners expected to close later in the year, with aims to reach $3 billion in revenue by 2025. Additional mentions include Kyu (Hakuhodo DY Group) and MSQ Partners (Be Heard Partnership acquisition), all emphasizing data-driven, digital-first strategies as alternatives to the legacy incumbents.