While the Weather Company routinely sells out its video inventory to advertisers, big weather events, like the recent deep freeze in the United States, create demand and opportunities which can be effectively monetized using a programmatic solutions, says Curt Hecht, Global Chief Revenue Officer of the Weather Company in this interview with Beet.TV

The Weather Company started to use Adap.tv platform last year for programmatic video sales, he says in this interview.

We interviewed Hecht last week at the Adap.tv Worldwide Publishers Conference.