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Brands will be able to bid on custom Olympics ads in real time

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Some of the world's biggest publishers are joining forces on a project aimed at delivering web surfers relevant ads with the speed of Usain Bolt during this summer's Olympics.

A group of nearly four-dozen well-known media brands including Condé Nast, ESPN and the New York Times (as well as Mashable) just announced a new advertising tool that will let each publication target personalized ads around particularly memorable moments during the games.

SEE ALSO: ESPN's new online ads let businesses focus on your favorite teams

For instance, if Bolt were to set a world record in the 100-meter dash, Nike would be able to create an ad congratulating him and promoting his specially-designed track shoe to people who've expressed an interest in track and field. Read more...

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