for identifying aggregate user segments going to ski hills to target ski-related advertising. This anonymous aggregated location data can be used for targeted advertising or marketing analytics, e.g. If a user opts-in to share their location data to receive precise weather information and safety alerts for the location in which they are accessing our services, the location data is anonymous with no personal information collected. IF YOU DON’T KNOW ME, WHY DO I GET PERSONALIZED ADS? The Weather Network app widget options on iOS. “We don’t link the location data to a user’s email address, name, phone number or any other identifying information.”
“Location data that we collect from our users is anonymous, collected in a bucket and analyzed in aggregate to identify trends in consumer behaviour,” says Celeste Normington, head of data and technology platforms at Pelmorex Corp., the parent company of The Weather Network. Anne Cavoukian, the former Ontario Information and Privacy Commissioner. Pelmorex TWN and MM applications are "Privacy by Design" certified, which is the internationally-recognized gold standard of personal user data privacy pioneered by Dr. We are committed to protecting our users' privacy and to continue to be transparent about how we collect and use non-personally identifiable and aggregated information. From there select ‘Location’ and then toggle on “Precise Location.” To turn Precise Location on first go to your iPhone settings and select The Weather Network app. Keep in mind that Pelmorex offers all of its services - forecasting, content, apps, etc - for free, and advertising is part of our strategy for keeping it that way.
Beyond that, location data also allows ad targeting to be much more relevant to our users. Sharing a precise location also allows us to provide awesome new widgets that deliver up-to-date weather based on the user's location (if enabled) on the user's home screen. As the event was unfolding, having your precise location enabled allowed us to pass along vital and potentially lifesaving relevant weather data and alerts to inform you of a tornado or possible tornado in your location. However, even the most cutting edge technology can only tell the general area where a tornado is likely to occur ahead of time. In the days leading up to the event, we were able to forecast that there was a risk of thunderstorms and the potential for tornadoes. Not using precise location means getting a forecast from over the water, on a mountain or a distant field that doesn't represent your weather.Īs an example of how precise location data plays out in real time, during the afternoon and evening of June 10th, severe thunderstorms rolled across southern Ontario spawning tornadoes and causing widespread damage and power outages. In winter, a few kilometres often means the difference between rain and snow. Precise location allows for accurate timing of rainfall hitting your location based on radar storm tracking. Thunderstorms are often localized, with one neighbourhood flooded while other parts of the same city are dry. The rain icons in the image indicate spots where it is raining and, as you can see, a few grid cells over, it's not raining (indicated by the sun icons).Ĭanada's wild weather in all seasons means precise location is critical for an accurate forecast. The image below shows our grid (representing 1 kilometre grid squares) in which we are able to pinpoint precipitation in your area.
However, this setting doesn’t allow for up-to-the-minute and accurate weather alerts from our app for the exact location that you are in at that specific moment. Location is a hot topic when it comes to privacy, and Apple’s iOS 14 has a feature that gives the consumer better control over whether they reveal their precise location or an approximate location.īy using the approximate (or non-precise) location setting in iOS, it will show a person “somewhere” in a circle - not necessarily in the center - and that general location is recomputed a few times each hour. Right now, we can deliver accurate forecasts up to a 1 km radius around your location, and you can receive notifications about severe weather conditions without opening the app. That’s why sharing your precise location allows us to keep you safe by providing you with relevant and localized weather alerts, accurate forecasts, new weather products, and improved app performance. The key to delivering the most effective warnings about weather requires targeting an exact location.
But as weather events continue to become more extreme, the technology behind The Weather Network’s app continues to evolve, making it easier to get precise, up-to-the-minute weather information wherever you are. The weather can change drastically from season to season, day to day, even minute to minute, depending on where you are in the world.
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