Hasta La Creative!

For digital publishers, effectively harnessing data can turn a large but poorly understood audience into the targets advertisers covet, or help predict when certain consumers will be most likely to buy. The Weather Company has figured this out — noticing that drops in summer temperatures, for instance, can actually spike beer sales — and uses signals from weather to trigger certain ads.

Vikram Somaya, GM of WeatherFX, believes too many publishers are approaching data the wrong way, he told Ad Age, before delivering some advice.

Watch our Advertising Week interview to find out more:

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