1. A system for inserting content, the system comprising: a processor; and a memory, wherein the memory stores instructions that, when executed by the processor, cause the processor to: analyze elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation; identify a pool of one or more candidate second destinations based on relevance of the second destinations to the expression of need for information in the conversation; identify a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations; construct a set of candidate creatives by combining one or more of the pool of candidate templates with one or more of the candidate second destinations; score the set of candidate creatives for relevance to the expression of need for information; select at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and insert the selected one of the set of candidate creatives at the first destination.