Can rain drops be used to market raincoats? Weather Company SVP Eric Hadley thinks so. The outfit is using its weather data apps to help advertisers target campaigns in interesting new ways, he told Beet.TV’s summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.

“Location is the new cookie,” Hadley said. “If you want the real experience from weather, you need to tell us where you are.

“There are 44,000 zip codes, there are 40+ weather conditions. We can work with advertising partners to layer in the sales data – to say, ‘In midtown, these are the things that happen when it’s humid’.”

The Weather Company has already road-tested branded backgrounds in its mobile apps for advertisers Disney and, during last year’s Olympic Games, Burberry. “We’re going to increase them more and more,” he said.

To learn more about how he targets the ads, watch the full interesting interview.