The Oakville, Ont.-based company has acquired a majority stake in Weather Source, which specializes in selling hyper-local meteorological data to large companies. Pelmorex declined to disclose financial terms of the deal. (The Logic)

Talking point: Pelmorex, which operates The Weather Network, is one of the largest weather information companies in the world. However, it has a much stronger market presence in Canada and Spain than in the U.S. This acquisition helps address that gap, and focuses on a market segment Pelmorex has been pushing into since 2017, when it formed a data-solutions business designed to sell the information it was collecting as analytics and insights for companies. That focus is part of a larger transition for the 30-year-old firm, which started as a media business, but is increasingly marketing itself as a tech player. Ex-Googler Sam Sebastian became CEO in 2017, and quickly acquired the mobile ad firm Addictive Mobility. Weather Source’s specialization integrates well with the advertising focus, as its data helps firms improve their marketing strategies.