xAd acquires WeatherBug for fresh ad-targeting and to rival IBM
Location-based marketing firm xAd has acquired WeatherBug, a popular weather app. The app's 20 million users will provide xAd with fresh ad-targeting opportunities for clients such as Dunkin' Donuts, BMW and Arby's. The purchase puts xAd in a position to challenge IBM, following Big Blue's acquisition of the digital assets to The Weather Company and subsequent release of a product allowing brands to buy weather-triggered ad placements. Dipanshu Sharma, xAd's CEO, said the WeatherBug integration will happen by Q1.

Location data player xAd has purchased WeatherBug, which is consistently one of the most downloaded weather mobile apps, per AppAnnie.

WeatherBug has 20 million users, giving its new owner a fresh layer of ad-targeting data to offer clients like Dunkin' Donuts, BMW and Arby's. WeatherBug users average 25 minutes per month on the digital company's mobile, desktop web, connected TV and iWatch properties.

"Weather is a very exciting category because consumers download the app, keep it running in the background [to keep track] of storms and lightning and so on and so forth.