On Sunny Days Show Grills/Bikinis, On Cold Days Show Shovels/Parkas With Dapper and Weather Underground

Earlier this week, ad service Dapper announced a partnership with weather service Weather Underground. Dapper notes, "The new targeting product, called WeatherMatch combines Weather Underground’s ability to identify the weather conditions for pre-defined markets with Dapper’s ability to interchange content in real time within non-rich media Flash files."

While I couldn’t find any news of this, I feel like I’ve seen this type of ad targeting before – years ago. I am also unclear if the ad targeting based on weather conditions only shows up on the Weather Underground site or if the WeatherMatch program can also adjust ads based on weather conditions on other websites.

I like the concept – anything that advertisers and publishers can do to increase the interaction rates for ads and make them more attractive to end users is a good thing.

Here’s an example of what the ads might look like on the Weather Underground site for Home Depot during different weather conditions: