Dive Brief:

• A new partnership between Twitter and the Weather Company — owner of the Weather Channel — will allow advertisers to target ads based on the weather. 
• Twitter advertisers, for example, will be able to target sunscreen to users in sunny weather or snowboots to users facing a storm. 
• The Weather Company has targeted ads this way on its own site for some time, and the partnership with Twitter is part of a larger effort to spread the weather-targeted ads to third-parties. 

Dive Insight: 

This story is one of those that sounds so far into the future it couldn't be possible, yet seems like a completely normal progression of ad targeting technology. On the recipient end, the weather-related ads are likely more relevant than most promoted tweets targeting them — and certainly more practical. Needless to say, these ads have significant potential for reaching an audience ready to take action on them.