NEW YORK — xAd, Inc., a global leader in location intelligence data, has acquired WeatherBug (a division of Earth Networks), including its mobile and web properties: WeatherBug mobile, desktop and iWatch apps, WeatherBug.com, and WeatherBug connected TV assets. The New York-based company also closed its series E funding of $42.5 million led by Eminence Capital and joined by W Capital and existing investors IVP and Emergence Capital.
Terms of the WeatherBug deal was not released.
The acquisition will bring together the scale of xAd’s global, real-world intelligence and contextual database with WeatherBug’s daily user reach and engagement and a data infrastructure built from one of the largest IoT networks, across ten thousand private weather stations (5x larger than the National Weather Services’ collection). The deal will expand xAd’s mobile user visibility to 50 million users – who have opted in to share their location data many times a day, allowing each technology platform to become richer, more intuitive and accurate.
In addition, xAd will now be able to build deeper data sets to predict patterns and trends for more useful insights that marketers can turn into valuable experiences for consumers. This enhanced data set will also allow businesses to better plan for user behaviors brought on by the real-time nature of weather and other location factors.
“The power of our data gives businesses the fundamental ability to understand and serve their audiences better,” said xAd CEO Dipanshu “D” Sharma. “We are driving the future of artificial intelligence by combining data sets that can not only capture the most accurate consumer behavior but also predict where they will go next.”
According to eMarketer, checking the weather is one of the top three most popular activities on US smartphones. This underscores the cultural expectation for on-demand information that is not only accurate but relevant to a consumer’s location and experience. Weather has also been shown to have an immediate and measurable impact on sales, especially for retailers and other consumer businesses.
WeatherBug, headquartered in Germantown, Md., has over 20 million unique users per month and an average time on site of 25 minutes, provides the most accurate IoT sensor data through more than ten thousand private weather stations. The WeatherBug app is a top rated weather app – rated #2 in the iOS app store – and one of the top 10 weather apps for Android devices.
XAd was founded in 2009.