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March 24, 2011

Facebook Launching "Real Time Targeting Advertising"

Facebook is testing real-time targeted advertising among one percent of the users on the site, meaning roughly six million members.

The site already offers targeted advertising only aimed at different types of content. The test feature enables target ads based on real-time commenting, a feature that became available in January.

Targeted ads based on real-time comments effectively creates keywords out of posts as soon as users hit the enter key. But it’s actually more complicated than that, as AdWeek’s Irina Slutsky points out:
Keywords are a small part of that equation, but Facebook says sometimes keywords aren’t even used. The company said delivering ads based on user conversations is a complex algorithm continuously perfected and changed. The real aim of this test is to figure out if those kinds of ads can be served at split-second speed, as soon as the user makes a statement that is a match for an ad in the system.
According to AllFacebook This category of advertising could perform very differently from targeting based on likes and interests. Some people might find the promotions more invasive, while others might feel more motivated to click through to the intended destination.Facebook’s test of this new type of advertising will show whether people who have previously clicked the x’s on ads and indicated the content was irrelevant might find relevance in the real-time targeting.

Real-time ad targeting may eventually fit in with two other tests related to advertising: One is targeting ads at  another appears to be trying to get advertisers to move toward more general keywords for Marketing.