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Brands can now target audiences based on real-time pollen conditions. Ambee's hyperlocal pollen audience segments just launched on The Trade Desk's Data Marketplace, bringing environmental intelligence directly into programmatic advertising.
Imagine a CPG brand launching antihistamine ads across Ohio, not because it's spring, or because their media plan says so, but because tree pollen levels are about to spike in Columbus, Cleveland, and Cincinnati.
This type of precision targeting becomes possible when The Trade Desk's platform capabilities meet Ambee's environmental data.
Over 60 million Americans suffer from seasonal allergies, spending billions annually on everything from prescription medications to air purifiers. But here's what most brands miss: allergy behavior isn't seasonal anymore.
Climate change has scrambled traditional pollen seasons. What used to be predictable spring surges now happen earlier, last longer, and hit with greater intensity. A warm February can trigger tree pollen in the Southeast while the Northeast stays frozen. Grass pollen peaks in July in some regions, and in September in others.
Brands relying on calendar-based seasonal campaigns are essentially guessing. Meanwhile, consumers are searching for relief, buying products, and changing behaviors based on what's actually floating in the air around them.
Picture this: Your brand promotes nasal sprays. The traditional approach means launching spring campaigns in March and hoping for the best. Now you can activate ads through The Trade Desk in Phoenix when desert broom peaks, in Atlanta during oak pollen season, and in Portland right before grass pollen hits dangerous levels.
Ambee's segments on The Trade Desk cover four pollen types:
With three severity levels
The coverage spans the entire United States with ZIP-code precision and three-day forecasts updated daily.
Getting started takes minutes within The Trade Desk platform. Search "Ambee pollen" in the Audience Builder, select your pollen type and severity, then activate. Our team helps with strategy and optimization for campaigns running through The Trade Desk.
The applications stretch far beyond obvious allergy products. Travel brands promote destinations with clean air during peak pollen season. Restaurants highlight indoor dining when outdoor conditions turn rough. Retailers time promotions for home air filtration systems based on actual air quality forecasts.
One quick-service restaurant chain discovered something interesting: drive-through orders spike 23% during high pollen days as people avoid outdoor seating. They now adjust staffing and inventory based on environmental forecasts.
The pattern repeats across industries. Insurance companies see healthcare claims rise during pollen surges. Home improvement retailers notice air filter sales correlate perfectly with local pollen levels. Even dating apps find usage patterns shift when allergies keep people indoors.
Third-party cookies are disappearing, taking behavioral targeting with them. Privacy regulations continue tightening. Meanwhile, brands need new ways to reach relevant audiences without relying on personal data.
Environmental targeting offers a solution that feels almost obvious in hindsight. Instead of tracking what someone browsed last week, you target based on the air they're breathing today. No cookies required, no privacy concerns, just contextual relevance that actually affects behavior.
Pollen data represents the beginning of a broader shift toward environmental context in advertising. Air quality affects outdoor activities and exercise routines. UV levels influence skincare purchases and outdoor dining. Temperature swings drive everything from clothing sales to energy drink consumption.
This contextual approach aligns perfectly with privacy-first advertising. You're not targeting individuals based on their digital footprint. You're targeting geographic areas based on environmental conditions that influence real-world behavior.
Read more: Open internet X environmental intelligence: A new era for ads
Brands using Ambee's pollen intelligence in their marketing campaigns have consistently seen strong performance improvements: 59% sales increases for seasonal wellness products during pollen surges, 40% month-over-month growth in search intent when campaigns align with environmental conditions, and 23% ROI improvements on display advertising for CPG brands targeting allergy-affected audiences.
These results come from brands that moved beyond traditional seasonal assumptions to target based on actual environmental conditions. Now with availability on The Trade Desk's platform, this same environmental intelligence becomes accessible within existing programmatic workflows.
Environmental intelligence is reshaping how brands think about context and relevance. Pollen represents just the starting point. Air quality, weather patterns, UV exposure, and other environmental factors all influence consumer behavior in measurable ways.
The brands that adapt first gain competitive advantages that compound over time. Better targeting leads to higher performance, enabling more sophisticated environmental strategies that drive even better results.
The Trade Desk's platform infrastructure makes this possible at scale. The data is available. The targeting capabilities are ready. The only question is how quickly your brand will start using environmental intelligence through The Trade Desk.
Search "Ambee pollen" in The Trade Desk's platform to explore what's possible when advertising intelligence meets environmental science.
Ready to activate environmental targeting? Contact Ambee's partnerships team for strategy consultation and custom audience development.
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