Facebook is testing an ad-targeting system that monitors users' chatter and serves up ads in real time that relate to their most recent conversations. Analysts say the system could help marketers get through to users who say they find much of Facebook's advertising irrelevant, but that the system's success or failure will ultimately depend on its ability to provide pertinent content. "You might have the potential of seeing some unfortunate ads if not targeted correctly," Debra Aho Williamson says.

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