Managing advertising associated with dynamically-expanding content

1. A method comprising:

communicating, using one or more processors of a social networking system, a list of a plurality of content items for presentation in a first region of a user interface of a device of a user;

communicating a set of advertisements for presentation in a second region of the user interface, the set of advertisements remaining in a fixed position in the second region regardless of a scrolling of the list of the plurality of content items in the first region;

detecting a triggering by a user of a dynamic expansion of the list of the plurality of content items included in the first region, the triggering including scrolling to an end of the list of the plurality of content items included in the first region, the dynamic expansion including an adding of a content item to the list of the plurality of content items included in the first;

detecting at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface; and

replacing an advertisement of the set of advertisements with a replacement advertisement based on the triggering by the user of the dynamic expansion and an updating criterion pertaining to the at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface.

2. The method of claim 1 , wherein the updating criterion further pertains to a number of previous dynamic expansions of the list of the plurality of content items that occurred before the dynamic expansion of the list of the plurality of content items without an additional updating of the set of advertisements.

3. The method of claim 1 , wherein the updating criterion further pertains to a length of time between the dynamic expansion and a previous dynamic expansion.

4. The method of claim 1 , wherein the updating criterion further pertains to a relevancy between the content item and the replacement advertisement in comparison to a relevancy between the content item and the advertisement.

5. The method of claim 4 , wherein the relevancy is based on a combination of associations between a subject of the advertisement, a subject of the content item, and information about the user.

6. The method of claim 5 , wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user with respect to the social networking system.

7. A system comprising:

one or more computer processors;

a non-transitory computer readable medium comprising a set of instructions that, when executed by the one or more computer processors,

cause the one or more processors to perform operations comprising:

communicating a list of a plurality of content items for presentation in a first region of a user interface of a device of a user;

communicating a set of advertisements for presentation in a second region of the user interface, the set of advertisements remaining in a fixed position in the second region regardless of a scrolling of the list of the plurality of content items in the first region;

detecting a triggering by a user of a dynamic expansion of the list of the plurality of content items included in the first region, the triggering including scrolling to an end of the list of the plurality of content items included in the first region, the dynamic expansion including an adding of a content item to the list of the plurality of content items included in the first;

detecting at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface; and

replacing an advertisement of the set of advertisements with a replacement advertisement based on the triggering by the user of the dynamic expansion and an updating criterion pertaining to the at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface.

8. The system of claim 7 , wherein the updating criterion further pertains to a number of previous dynamic expansions of the list of the plurality of content items that occurred before the dynamic expansion of the list of the plurality of content items without an additional updating of the set of advertisements.

9. The system of claim 7 , wherein the updating criterion further pertains to a length of time between the dynamic expansion and a previous dynamic expansion.

10. The system of claim 7 , wherein the updating criterion further pertains to a relevancy between the content item and the replacement advertisement in comparison to a relevancy between the content item and the advertisement.

11. The system of claim 10 , wherein the relevancy is based on a combination of associations between a subject of the advertisement, a subject of the content item, and information about the user.

12. The method of claim 11 , wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user with respect to the social networking system.

13. A non-transitory machine readable medium embodying a set of instructions that, when added to a social network system, cause one or more processors of the social network system to perform operations comprising:

communicating a list of a plurality of content items for presentation in a first region of a user interface of a device of a user;

communicating a set of advertisements for presentation in a second region of the user interface, the set of advertisements remaining in a fixed position in the second region regardless of a scrolling of the list of the plurality of content items in the first region;

detecting a triggering by a user of a dynamic expansion of the list of the plurality of content items included in the first region, the triggering including scrolling to an end of the list of the plurality of content items included in the first region, the dynamic expansion including an adding of a content item to the list of the plurality of content items included in the first;

detecting at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface; and

replacing an advertisement of the set of advertisements with a replacement advertisement based on the triggering by the user of the dynamic expansion and an updating criterion pertaining to the at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface.

14. The non-transitory machine readable medium of claim 13 , wherein the updating criterion further pertains to a number of previous dynamic expansions of the list of the plurality of content items that occurred before the dynamic expansion of the list of the plurality of content items without an additional updating of the set of advertisements.

15. The non-transitory machine readable medium of claim 13 , wherein the updating criterion further pertains to a length of time between the dynamic expansion and a previous dynamic expansion.

16. The non-transitory machine readable medium of claim 13 , wherein the updating criterion further pertains to a relevancy between the content item and the replacement advertisement in comparison to a relevancy between the content item and the advertisement.

17. The non-transitory machine readable medium of claim 16 , wherein the relevancy is based on an association between a subject of the advertisement, a subject of the content item, and information about the user.

18. The non-transitory machine readable medium of claim 17 , wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user with respect to the social networking system.