1. A computer program embodied on a non-transitory computer readable medium, comprising computer code for: identifying by a social network text from content that is one of consumed and output by a user; determining by the social network a native language of the user indicated within a profile of the user within the social network; identifying by a vocabulary analysis module a total number of words within the identified text; measuring a size of a working vocabulary of the user by the vocabulary analysis module using the text upon determining that the identified text is in the determined native language of the user and upon determining that the total number of words within the identified text is greater than a predetermined number, where measuring the size of the working vocabulary includes: identifying a total number of distinct words within the identified text, and calculating the size of the working vocabulary as a ratio of the total number of distinct words to the total number of words within the identified text; storing by an advertisement database a plurality of advertisements, where for each of the plurality of advertisements, the advertisement is stored by the advertisement database in association with one of a plurality of vocabulary thresholds upon determining by the advertisement database that the advertisement has been previously selected by a threshold number of other users each having the working vocabulary matching the vocabulary threshold; and selecting by the advertisement database one of the plurality of advertisements for presentation to the user, where the advertisement is selected based on a determination that the advertisement is stored in association with a vocabulary threshold matching the size of the working vocabulary of the user.
1. A computer program embodied on a non-transitory computer readable medium, comprising computer code for: identifying by a social network text from content that is one of consumed and output by a user; determining by the social network a native language of the user indicated within a profile of the user within the social network; identifying by a vocabulary analysis module a total number of words within the identified text; measuring a size of a working vocabulary of the user by the vocabulary analysis module using the text upon determining that the identified text is in the determined native language of the user and upon determining that the total number of words within the identified text is greater than a predetermined number, where measuring the size of the working vocabulary includes: identifying a total number of distinct words within the identified text, and calculating the size of the working vocabulary as a ratio of the total number of distinct words to the total number of words within the identified text; storing by an advertisement database a plurality of advertisements, where for each of the plurality of advertisements, the advertisement is stored by the advertisement database in association with one of a plurality of vocabulary thresholds upon determining by the advertisement database that the advertisement has been previously selected by a threshold number of other users each having the working vocabulary matching the vocabulary threshold; and selecting by the advertisement database one of the plurality of advertisements for presentation to the user, where the advertisement is selected based on a determination that the advertisement is stored in association with a vocabulary threshold matching the size of the working vocabulary of the user. 10. The computer program of claim 1 , wherein the size of the working vocabulary of the user is predetermined to be associated with at least one characteristic.