Soho Media Solutions and Yahoo Canada to Deliver Display Ads Cued by Real-Time Events

Soho Media Solutions and Yahoo Canada to Deliver Display Ads Cued by Real-Time EventsA new partnership could change the manner in which many display ads are delivered to consumers.

Soho Media Solutions will partner with Yahoo Canada and, using Soho Media’s advertising platform (InGame.Ad), display digital ads triggered by real-time events as determined by Yahoo properties in Canada.

This partnership will allow Yahoo Canada to offer additional premium sponsorships to advertisers and is designed to generate new ad revenue.

“The heart of InGame.Ad is harnessing the power of real-time data and combining it with dynamic creative to deliver an engaging ad experience,” said Guillaume Delannoy, Soho Media Solutions CEO. “It’s all about delivering the right message to the right audience at the right time.”

“With InGame.Ad, Yahoo Canada can display rich media ads triggered by real-time data like sports scores, financial market indices, and changing weather conditions,” a statement provided to MMW reads. “Canadian advertisers can set up ad campaigns to run against these triggers and serve them cross platform.”

It’s just another way to “hit ‘em while they’re hot.”

“Brands are looking for creative ways to engage consumers, on desktop and mobile, and InGame.Ad is a vehicle that does that for our clients,” said Claude Galipeau, the Country Manager for Yahoo Canada.

InGame.Ad’s list of triggers includes tweets, which allow brands to sponsor breaking news via a dedicated Twitter account; and video uploads, which allow publishers to display video content from YouTube and other platforms.