UM has announced a partnership with AOL formed to create the first real-time marketing platform, delivering ads triggered by real time events.

Driven by a programmatic infrastructure built out by UM and utilizing AOL technology, this new platform offers UM the ability to execute against a new planning paradigm; moving from a traditional media mix to a specific, targeted moments mix. Coined internally as “Moments Marketing,” our new tactical approach is to reach consumers at the specific moments in their days and lives that most impact their decisions and behaviors in order to spark conversations. As a cross-screen, platform-agnostic marketing tool, this approach to marketing is the first of its kind. Kicking off with UM clients, it will leverage triggers such as market data and information, social indicators, weather and cultural moments to serve contextually relevant and timely marketing messages.

The launch of “Moments Marketing” continues UM’s vision for deploying data and technology to make faster, smarter decisions that drive business results for our clients.