Real time search engine OneRiot is launching an update, including the expansion of its search API with Facebook data, and new monetization options for developers. The news comes shortly after OneRiot brought the beta version of its real time advertising network to light, indicating that the company is progressing in its efforts towards this specific area of growth.

Incorporating Facebook likes and profile updates into the API is a necessary move for a service like OneRiot. Being among the first to leverage the real time search trend, OneRiot has been able to get an early jump on several different aspects of providing tools and resources for both consumers and developers/businesses. It’s allowed the company to shift much of its focus towards the monetization efforts, which bring a good amount of attention to OneRiot’s ad network.

It all highlights the larger market shift towards the realtime web, which has heightened expectations thanks to the mobile revolution. As consumers we’re pretty obsessed with instant gratification, and businesses are wanting the same in terms of their outreach and ability to market their products and services. Tobias Peggs, President of OneRiot, expands further:

“User engagement for ads is key for realtime apps – our partners – because each one is still in the early days of competing for market share. Poor quality or irrelevant ads might generate some cash, but will send their users straight over to your competitor’s product. Apps with ads that are ‘realtime relevant’ will generate revenue without getting in the way of the user experience. This is exactly what OneRiot provides.”

It’s an important distinction for OneRiot, given its need in attracting participating developers and partners. Finding the best way to monetize the realtime web is a challenge that mimics the way in which the industry had to do the same with social media and its evolving behavior. The company brings up an important point in a previous blog post, noting the need for OneRiot to teach businesses how to interact and leverage real time ad targeting.

This will be the next wave of marketing experimentation, playing up the consumer demand for immediate and relevant results. We’re seeing the system overall get tweaked and twisted, improving over time to both learn and deliver, based on our collective actions. See here for a nice overview of web search and the significance of real time for businesses.