Your ads don't exist in a vacuum. People are more likely to buy a new jacket on a cold day. Or buy a TV show poster on the day the show airs.
Your custom data feed can plug in as well
Weather has an effect on your customers' mood, priorities, and day. Find ways this changes your business and optimize on it.
Trending news topics can bring certain things into your customers' thoughts. General news sentiment can affect their mood.
Time of day, day of week, time of month, holidays, and other temporal factors have real impact on your customers' lives.
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