AccuWeather, a global media publisher, announced data integration with The Trade Desk, a demand-side platform (DSP). The first-of-its-kind partnership gives The Trade Desk’s DSP the first access to the global AccuWeather Data Suite in North America, Europe, the Middle East, Asia Pacific, Latin America and more.

Advertisers can no longer solely rely on the seasonal trends that historically drove consumer behavior. Experts believe that weather will influence marketing and advertising strategies this year, much more than in the past, as third-party data becomes scarce.

Weather influences many daily decisions. For example, the coronation of King Charles III will take place at London’s Westminster Abbey on May 6. Many members of the public will view the royal processions from viewing areas along the Mall and Whitehall, which run between Buckingham Palace and Westminster Abbey.

The weather forecast that day is mostly cloudy and possible rain showers with highs of 18, according to AccuWeather.

What to wear will become a major concern, especially for those who are standing or sitting outdoors.

Advertisers use AccuWeather’s data to enhance advertising results. Real-time, hyper-localized, refined weather data and forecasts can make advertising more effective.

Mark D’Andrea, CRO at AccuWeather, believes weather drives more ecommerce than Cyber Monday.

Some 76% of consumers are more likely to consider purchasing from brands that personalize content, and 78% are more likely to repurchase from a brand, according to McKinsey & Company. Personalization can include weather data.

The AccuWeather Data Suite channels include integration with display, video, mobile and connected television (CTV). Available information includes weather conditions such as temperature, precipitation, and wind. Instances related to health risks, mood and lifestyle activities such as allergy, UV, arthritis, golf, hair frizz, and landscaping. Advertisers also can customize segments based on advertising objectives.

“The principles of programmatic advertising [reside] in the ability to leverage data and decisioning in digital media buys,” said Jay Goebel, GM of Data Partnerships at The Trade Desk.