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Location data player xAd has purchased WeatherBug, which is consistently one of the most downloaded weather mobile apps, per AppAnnie.
WeatherBug has 20 million users, giving its new owner a fresh layer of ad-targeting data to offer clients like Dunkin' Donuts, BMW and Arby's. WeatherBug users average 25 minutes per month on the digital company's mobile, desktop web, connected TV and iWatch properties.
"Weather is a very exciting category because consumers download the app, keep it running in the background [to keep track] of storms and lightning and so on and so forth.