An architecture for providing an alert message based on content that may be received as an event based feed or a time based feed in one or more formats. The architecture includes a data collection processing module for normalizing the content into a predefined data structure, and indexing the content for processing large amounts of content according to selected characteristics. A matching engine employs user queries to associate the event based content with one or more users who have indicated an interest in receiving alert messages associated with selected content. The matching engine also generates the corresponding alert messages. A poller fetches content on behalf or users at a predefined period and generates a corresponding alert message. A delivery interface determines which alert messages are to be sent immediately and which alert messages are to be scheduled for later delivery. The architecture is mirrored for scalability and backup.