Hasta La Creative!

AOL and UM are developing technology that will serve digital ads across the web as they are triggered by events such as falling gas prices or rising stocks.

When gas prices spike, for instance, auto makers could use the technology to rapidly advertise hybrids. When the stock market falls, an investment firm could use the system to serve ads promoting conservative investment options.

“Rather than relying on traditional planning paradigms, where we’re hoping to take advantage of time frame or predictions in the market, we’re actually reacting in real time and then we have creative set up to run against that,” said Gregg Colvin, chief operating officer at UM, part of the Interpublic Group of Companies.

Continue reading at AdAge.com