If an advertiser wants to select ads for an online audience for a relevant event, the selection and audience specifications need to be manually created. Advertisers have to find the set of relevant keywords, a specified audience for the event , and an event time window, in order to create the ad campaign for their ads to show during the event. This manual process can be complex and time consuming, and advertisers may not be able to determine the right selection criteria or audience for the event. Furthermore, while some events may be identified well in advance, advertisers may not react as quickly to new events that are relevant to their ads. Additionally, advertisers may not be able to determine a proper window for presenting the ad. A search provider may be able to provide live, real-time answers for search queries related to live events that users are interested in, such as sports, weather, finance, movie show times, and more.
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Shen, Fong; Huang, Tao; Chen, jian; Cui, Claire; and Song, Xiaodan, "SELECTING ADS RELEVANT TO LIVE EVENTS TO AN ONLINE AUDIENCE", Technical Disclosure Commons, (April 02, 2015)