Toyota’s weather media activation shows brands’ focus on testing cookie-less targeting, despite Google’s reversal

The path to third party cookie extinction might have taken a surprising turn last week, but advertisers are still pursuing cookie-less experiments in targeting audiences.

A recent — and unusual — approach to audience targeting from Toyota is one example. The automaker has been working with weather service AccuWeather, placing bespoke display units within the service’s website, mobile website and app that trigger only when certain weather conditions in select U.S. zip codes occur. 

When temperatures are cool and clear along the Illinois shore of Lake Michigan, for example, AccuWeather users that check the app will find Toyota’s messages that encourage them to head out for a hike in Indiana Dunes National Park.

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