AppNexus has partnered with the Federation for Internet Alerts (FIA) to globally distribute geo-targeted weather warnings in real-time.
It becomes the first ad tech company to distribute public service announcements globally and in real-time, and forms part of its mission to “build a better internet”, says chief executive Brian O’Kelley, as media consumption becomes more digital.
The FIA collects official hazard alerts on its Alert Hub, which AppNexus taps into and delivers in ad formats across websites or into apps that it normally serves ads to.
These alerts include avalanche, flash flood, tornado, red flag, winter storm, blizzard, severe thunderstorm and wind chill warnings.
Since December 2016, FIA has sent 71,819 issued alerts to AppNexus, which resulted in 14,992 alert activations. The ad tech company claims to have delivered 471.8m impressions so far.
AppNexus is currently trafficking alerts from the National Oceanic and Atmospheric Administration (NOAA) and Environment Canada, with the ability to add alerts from other official alerting authorities.
“Through our integration with FIA, we are extending the technology built for our platform – enhanced targeting, mobile capabilities and campaign tools – to help protect communities hyper-locally and in real-time,” said O’Kelley.
Jason J. Bier, president of FIA added: “This ability for AppNexus to assist during life-critical events is a major step forward in scaling alerts and improving community resilience globally.”