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Summary:

OneRiot, which runs an advertising marketplace and a search engine for social networks, has added Facebook data to its real-time search features, which means that searches using the company’s API will now include links that have been shared or “liked” on the world’s largest social network.

OneRiot, which runs an advertising marketplace and a search engine for social networks, has added Facebook data to its real-time search features, which means that searches using the company’s API will now include links that have been shared or “liked” on the world’s largest social network. OneRiot started experimenting with the Facebook data via the company’s open graph platform, and says it’s now included in all of its search results. OneRiot’s search engine also indexes posts from Twitter as well as other social networks including MySpace, Digg and Delicious.

As social networking activity on services like Twitter and Facebook continues to grow — with Facebook close to 500 million users, and Twitter seeing more than 65 million messages posted every day — both search engines and advertisers are focusing their attention on getting more “real-time” results. Google recently launched a new version of its search index called Caffeine, which the company says now produces results that are 50 percent fresher than the old version, and it has also placed increasing focus on posts from Twitter and other networks, which are highlighted in the search menu under “latest results.” For more on Caffeine, see our recent GigaOM Pro report (subscription required).

OneRiot, which is based in Boulder, Colo. and came out of beta earlier this year, is trying to appeal to both search companies and advertisers interested in real-time. The company has partnered with both Microsoft and Yahoo to provide its search results, which OneRiot says are ranked based on a proprietary “social resonance” algorithm called PulseRank. The startup says that this algorithm looks at factors such as “the Velocity of Social Syndication (i.e. how fast is a link being shared right now across the web) and People Authority (i.e. who is sharing a link and how influential are they)” to determine its results.

There are several other search services that offer some real-time results, including Topsy and Tweetmeme, but most of these focus primarily on searching Twitter. Microsoft’s Bing also recently launched a social search feature that pulls in results from both Twitter and Facebook.

In addition to search, OneRiot offers an advertising system called RiotWise, which developers and companies can integrate into their web-based or mobile apps and services using the company’s API. The company says that it includes “self-optimizing algorithms” which determine which ads will be displayed to third-party applications based on the behavior of their users. OneRiot partners include UberTwitter (a BlackBerry app), Taptu (a mobile search engine) and Digsby (a social-messaging desktop app).

Related content from GigaOM Pro (sub req’d): With Caffeine, Google Reveals Challenges of Real-Time

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