The Weather Company
The Weather Company Uses AI to Unify Monetization Data and Surface Hidden Advertiser Demand
Highlights
Surfaced ~$500k in distributed open-market advertiser activity that had been previously undetected
Resolved $1M in monthly revenue discrepancies between GAM and SSP data
Unified 80% of revenue (16 revenue dimensions across 6 monetization systems) in 6 weeks
Eliminated an estimated 50+ hours per month of manual reconciliation work
Reduced Intelligent Alerts diagnostic time in some cases from hours to minutes
Unburdened an estimated 1.5 FTEs of BI/Data Engineering capacity
Table of Contents
The Weather Company reaches more than 300 million monthly users across its industry-leading consumer properties such as The Weather Channel app and weather.com, delivering trusted weather intelligence that powers consumers, enterprises, and public-sector organizations. As a premium publisher, The Weather Channel brand combines deep proprietary capabilities like its Wix Mix forecasting engine with a wide monetization ecosystem across GAM, SSPs, and curated marketplace demand.
With audience scale growing and advertiser expectations rising, The Weather Company team aimed to modernize its monetization data foundation. The objective: give internal teams a single trusted source of truth while enabling new levels of advertiser value, revenue visibility, and operational efficiency. The Weather Company partnered with Switchboard to unify fragmented revenue data, streamline reconciliation, and activate AI-driven monitoring that surfaces advertiser activity patterns that were previously difficult to isolate.
The Business Problem
The Weather Company’s monetization stack spans GAM, multiple SSPs, curated marketplaces, direct-sold programs, and partner APIs. Each system exposed its own version of revenue and performance data. BI and engineering were stretched supporting recurring revenue tasks, despite their mandate to focus on proprietary value creation.
Key challenges included:
Fragmented monetization data across systems and partners, with monthly discrepancies that in some months exceeded 7 figures, requiring heavy manual reconciliation
Limited visibility into distributed advertiser spend occurring across multiple marketplaces
Slow detection of emerging revenue signals or anomalies
BI engineering time pulled into non-differentiated RevOps support
No unified, finance-ready revenue dataset the organization could rely on
“The insight gave us a way to approach the advertiser with a stronger plan.”
The Weather Company Sales Lead
Switchboard Solution
Switchboard helped unify, normalize, and automate The Weather Company’s full monetization data foundation, enabling complete and consistent visibility across all revenue channels.
Core components:
Automated ingestion from monetization partners and GAM
Normalization of The Weather Company-specific business rules and revenue logic
A single clean and audit-ready monetization dataset delivered into The Weather Company’s data warehouse
Best-practice dashboards replacing manual reporting
Agentic monitoring that continuously scans The Weather Company’s unified data to surface anomalies, advertiser shifts, and early signals worth investigating
Business Benefits for The Weather Company
1. Seven-figure discrepancies eliminated
Monthly reconciliation gaps between GAM and partner systems dropped to near zero within weeks.
2. AI surfaced a hidden activity pattern with a large national insurer
Switchboard’s monitoring identified a concentrated pattern of spend from a large national insurer, distributed across multiple deals within a single SSP. This activity was previously buried in noisy partner data. The insight enabled The Weather Company’s sales team to investigate the advertiser’s goals, understand how they were buying The Weather Company inventory in the open market, and explore ways to better support and optimize that spend.
This was existing revenue (not incremental uplift) but the visibility created a more informed sales motion and a stronger foundation for future engagement.
3. Repeatability demonstrated with one of the US largest coffee chains
A similar distributed-spend pattern surfaced with one of the US largest coffee chains, reinforcing that this sales-enablement motion is repeatable and can scale as the team builds more operational muscle.
4. Strengthened advertiser engagement
With clearer visibility into open-market activity, the sales team gained more relevant reasons to re-engage advertisers. These insights strengthen The Weather Company’s ability to initiate meaningful conversations tied to measurable activity rather than generic outreach.
5. BI and engineering refocused on core value for The Weather Company
Switchboard removed recurring, non-differentiated RevOps workloads, allowing BI and engineering teams to realign around high-leverage proprietary work such as analytics, user insights, and product-focused initiatives.
6. Operational AI in daily workflows
Switchboard’s agentic monitoring provides The Weather Company with a real AI-in-production example that aligns with its broader AI narrative: using AI to run the business more efficiently and to deliver more value to advertisers.
About Switchboard
Switchboard connects business operations teams to the information they need to make fast revenue and marketing decisions. Our platform plugs into a huge variety and volume of digital platforms and automatically structures your data for unified reporting and deep exploration — with zero development effort from your team. Switchboard lets your team answer precise revenue questions and gives them numbers they can trust because you’re not relying on one-off integrations, tools that don’t work together, or brittle custom code.
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Switchboard acts as an extension of my team. Having a dedicated resource to handle the backend data work - like API changes and log updates - has been a huge help in resource management and operational efficiencies. It has allowed us to stay focused on the business without hiring a full BI team.
Christina Chung - VP, Business Operations
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Barry Cassidy, Director of Advertising Data & BI
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"With Boostr and Switchboard, 100% of our direct and indirect revenue is automatically tracked with minimal intervention and visible at all levels. In the past, we had to run manual reports and pivot the data in spreadsheets to get a full view of our Direct and Programmatic business. Today, we use Switchboard to help manage our complex data from multiple systems including Boostr, resulting in less manual work with more frequent and deeper insights. This frees up our RevOps team to focus on analysis and growing revenue, and gives our Sales team direct access to their client’s PMP daily delivery."
Rex Anderson, Director of Revenue Strategy, FANDOM
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