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Facebook Tests Real-Time Ad Targeting. 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. This category of advertising could perform very differently from targeting based on likes and interests. 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.
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