14. The method of claim 13 , wherein the viewing user is identified responsive to the viewing user requesting content with which an advertisement is to be served.
13. A method comprising: accessing a database of advertisements, each advertisement associated with targeting criteria that specifies targeting the advertisement to a user who is connected in a social networking system to another user who has interacted with a particular object in the social networking system; identifying a viewing user to receive advertising; identifying one or more other users who are connected to the viewing user in the social networking system; identifying one or more candidate advertisements from the database of advertisements using the targeting criteria; selecting an advertisement from the candidate advertisements for display to the viewing user; generating by a processor a social story based on an interaction between a user from the identified one or more other users who are connected to the viewing user and the particular object in the social networking system; and sending the selected advertisement and the social story for display to the viewing user.