The campaign, which has been created by agency Somo and ran ends today after running over the weekend, recognises users' precise locations, accesses local weather data, and then deploys creative and messaging based on conditions.
The dynamic ads target consumers with relevant products that they can buy from Very.co.uk, such as sunglasses and shorts if it is hot and umbrellas and jumpers of it is cold and wet.
The online fashion retailer is targeting women aged 25-44, with the ads appearing across an array of demographically-matched websites.
People need not opt in - when someone clicks on an ad, it will pick up the location of the user, update them about the weather in their area, and promote specific items.
According to Somo, the product ranges change on a daily basis so that consumers are not targeted with repetitions of the previous day’s ad if they are in the same location with the same weather.