Weather-triggered ads allow you to serve impressions based on specified weather events, such as temperature, overcast, wind, rain, etc., within The Trade Desk. This feature, which is currently only available for the U.S., has been an option in The Trade Desk within the Data Management Platform. When building these out as an Audience Segment, it’s important to remember that these do not include users, and will need to be combined with a user list in order to be able to bid on inventory. Also, if you’d like to target a Run of Exchange (ROE) audience, you will have to create a custom audience and add the “All Known Users” segment as opposed to selecting ROE on the ad group level.

Once you’ve created the desired user segment, create a new Data Group to include your weather-related events and begin to add data segments (e.g., weather conditions) that align with what you’re looking to target. The weather-related events can be found in the Third-Party Data menu, under the WeatherAlpha brand filter. Here, you will see segments such as Currently Partly Cloudy, Currently Blizzard Warning or Forecast Heavy Rain. These would be added into your Data Group until they satisfy your targeting objectives. Once built out, they would be added into your campaigns the same as other custom audiences.

The variety of weather event options creates the ability to target current weather conditions, forecasted conditions, as well as past weather conditions. Some options even allow the selection of flu conditions, pollen levels and UV indices.