Ivey MBA alum, founder of the Ivey Institute for Entrepreneurship, and CEO of Weather Network parent Pelmorex, Pierre Morrissette is a man of many titles.
Canadian Business features a profile on Morrissette, where he discusses the Weather Network's digital advertising and the vast amount of information they're able to gather.
On the Weather Network's website, ads are targeted towards users based on location, temperature, wind speed, humidity, and pollen count. The company can track the exact conditions when a user clicks an ad, revealing which factors might be driving behaviour.
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