There is a reason why most conversations start by addressing the weather. It's a universal talking point that affects everyone, regardless of backgrounds and demographics, making it an easy icebreaker.

Marketers love the topic too and publishers like The Weather Channel end up benefiting greatly because they attract large audiences that span whatever targets an advertiser is hoping to reach.

In February alone, The Weather Channel's website and app reached 430 million active users, according to Sheri Bachstein, the global head of Watson Advertising and The Weather Company, owned by IBM.

Bachstein discussed the ways in which The Weather Channel and IBM are making the most of its audience and first-party data, including creating an AI-based data offering and launching a subscription product on its app to diversify revenue with the help of nearly 1 million super weather fans.