Summary:
- The article discusses how XS, a media company, has made "real-time factor" a key part of its latest pitch to advertisers.
- XS emphasizes its ability to quickly create and distribute content that responds to breaking news and trends, allowing advertisers to capitalize on timely opportunities.
- The company's real-time approach includes a dedicated team that monitors social media and news to identify potential content opportunities, enabling XS to produce and distribute relevant content in a matter of hours.