MediaPost: Weather.com Tries To Lure Marketers With Advertorials, Viewer-Personalized Ads

Weather.com will now offer advertorials and the ability to switch out creative based on current weather. Scott's, a company that makes lawn fertilizer, will test out the program in an attempt to reach viewers who tend to read the site content without glancing at the ad images. Weather.com offers ad targeting by weather down to the zip code, as well as frequency capping.