• by Tyler Loechner  @mp_tyler, November 5, 2013

The Weather Company has appointed Jeremy Hlavacek as vice president of programmatic, a new role at the company. He will oversee all of The Weather Co.'s programmatic sales efforts and operations.

Hlavacek was previously vice president of operations and strategic partnerships on the WeatherFX team for The Weather Co. In his new role, he will report to Jeremy Steinberg, the company's senior vice president of digital ad sales.

Hlavacek is a fit for the new position given his recent work background. He joined The Weather Co. earlier this year from Varick Media Management, where he was vice president of strategy and business operations. He was responsible for Varick's ad tech and real-time bidding (RTB) partnerships.

A company representative said the role was created because "programmatic is becoming more and more important to the company," a claim backed by Steinberg.

"Programmatic buying is already a rapidly growing revenue channel for The Weather Company," Steinberg stated. He added that he expects "even more impressive growth" from programmatic in the future.