This month -- and for the first time -- Facebook started to mine real-time conversations to target ads. The delivery model is being tested by only 1% of Facebook users worldwide. On Facebook, that's a focus group 6 million people strong.
The closest Facebook has come to real-time advertising has been with its most recent ad offering, known as sponsored stories, which repost users' brand interactions as an ad on the side bar. But for the 6 million users involved in this test, any utterance will become fodder for real-time targeted ads.
See adage.com for the rest of the article.