Dive Brief: 

• AOL and UM have teamed up to develop ads that react to events as they happen in an attempt to scale "real time marketing." 
• For example, when gas prices spike, an auto dealer's ads for hybrids would run — or when the stock market falls, an investment firm could run ads for conservative investment options. 
• The technology is being built by AOL's engineering team on top of the company's ad-buying platform for the use of UM's planning team. 

Dive Insight: 

Real time marketing is something that many marketers probably never imagined could be done on a larger scale. Typically, real time means a human must be directly involved to monitor events as they happen. With technology like that under development by AOL and UM, certain ads would just read the market or news events, eliminating the need for a human watchdog.