Visitors to any of Yahoo Canada’s websites will now see ads triggered by real-time events on those properties.

The triggered ads are a result of a partnership between Luxembourg-headquartered Soho Media Solutions and Yahoo, which will see the latter leveraging Soho’s advertising platform’s capability to respond to events in real time.

InGame.Ad, which is the name of the IAB-compliant advertising platform, focuses on matching dynamic creative with real-time data, according to Guillaume Delannoy, Soho Media Solutions’ CEO. “It’s all about delivering the right message to the right audience at the right time.”

Real-time data includes sports scores, financial market numbers and changing weather conditions. Advertisers with creative to go alongside that changing information will be able to serve campaigns across platforms using the InGame.Ad platform.

Advertisers and agencies can also use tweets as a trigger, enabling brands to sponsor breaking news through a dedicated Twitter account. Video uploads can also be sponsored.

Soho Media Solutions counts La Press Plus, the Globe and Mail, Le Journal de Montreal, Toronto Sun, TVA Sports and Daily Journal among its clients.