12. A method of inserting content, the method comprising: analyzing, by one or more processors, elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation; identifying 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; identifying a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations; constructing 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; scoring the set of candidate creatives for relevance to the expression of need for information; selecting, by the one or more processors, at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and inserting, by the one or more processors, the selected one of the candidate creatives at the first destination.
12. A method of inserting content, the method comprising: analyzing, by one or more processors, elements of a conversation taking place at a first destination to detect elements relating to expression of need for information in the conversation; identifying 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; identifying a pool of one or more candidate templates relevant to the pool of one or more candidate second destinations; constructing 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; scoring the set of candidate creatives for relevance to the expression of need for information; selecting, by the one or more processors, at least one of the set of candidate creatives based on the scoring for presentation at the first destination; and inserting, by the one or more processors, the selected one of the candidate creatives at the first destination. 21. The method of claim 12 , wherein the detected elements of the first destination correspond to a message at the first destination, and the instructions comprise instructions for display of the selected one of the set of candidate creatives at a location near to the message.