A first data store is provided for storing individual subscriptions, including match criteria and an action specification. A second data store is also provided for storing group subscriptions, including a use counter and a list of pointers to the individual subscriptions. When a new individual subscription is submitted, it is registered/stored in the individual subscription data store. Upon registration, its criteria are checked against the criteria of existing subscriptions in the group subscription data store. If there is a match, a use counter corresponding to the matching group subscription is incremented, and a pointer is added to a list of pointers to associate the matching group subscription with the individual subscription. If there is not a match, a new group subscription is added to the group subscription data store, and the group subscription is registered with the pub/sub engine. A use counter corresponding to the group subscription is incremented, and a pointer is added to a list of pointers.