1. A method comprising: receiving, at a social networking system, a template object from a third-party system external to the social networking system, the template object comprising formatting instructions for an advertisement and content instructions that when executed by a processor causes the social networking system to (1) retrieve user profile information of a user, (2) incorporate the user profile information in an advertisement generated based on the template object, and (3) specify an action to be performed by the advertiser system in response to the user selecting the advertisement; storing the received template object in a non-transitory computer readable storage medium; receiving a selection of the template object from an advertiser system external to the social networking system; receiving advertisement content from the advertiser system to generate an advertisement based on the selected template object; receiving, from a first computing device, a request for the advertisement, the first computing device being associated with a first user of the social networking system; retrieving, by the social networking system based on the content instructions, first user profile information from a first user profile of the first user to be incorporated into the advertisement by the template object; generating, using a computer processor of the social networking system, the advertisement based on the content instructions from the template object, the advertisement comprising the advertisement content and the first user profile information associated with the first user, the advertisement describing the action to the first user to be performed by the advertiser system in response to the first user selecting the advertisement; providing the advertisement for display to the first user on the first computing device; receiving, from the first computing device of the first user, a selection of the advertisement; responsive to receiving the selection, sending, to the advertiser system, a request to perform the action described to the first user in the advertisement; receiving a confirmation from the advertiser system that the action described in the advertisement has been performed, the confirmation comprising information associated with the action performed by the advertiser system; in response to receiving the confirmation, modifying the advertisement with the information associated with the action performed by the advertiser system; and providing the modified advertisement to the first computing device for display.
1. A method comprising: receiving, at a social networking system, a template object from a third-party system external to the social networking system, the template object comprising formatting instructions for an advertisement and content instructions that when executed by a processor causes the social networking system to (1) retrieve user profile information of a user, (2) incorporate the user profile information in an advertisement generated based on the template object, and (3) specify an action to be performed by the advertiser system in response to the user selecting the advertisement; storing the received template object in a non-transitory computer readable storage medium; receiving a selection of the template object from an advertiser system external to the social networking system; receiving advertisement content from the advertiser system to generate an advertisement based on the selected template object; receiving, from a first computing device, a request for the advertisement, the first computing device being associated with a first user of the social networking system; retrieving, by the social networking system based on the content instructions, first user profile information from a first user profile of the first user to be incorporated into the advertisement by the template object; generating, using a computer processor of the social networking system, the advertisement based on the content instructions from the template object, the advertisement comprising the advertisement content and the first user profile information associated with the first user, the advertisement describing the action to the first user to be performed by the advertiser system in response to the first user selecting the advertisement; providing the advertisement for display to the first user on the first computing device; receiving, from the first computing device of the first user, a selection of the advertisement; responsive to receiving the selection, sending, to the advertiser system, a request to perform the action described to the first user in the advertisement; receiving a confirmation from the advertiser system that the action described in the advertisement has been performed, the confirmation comprising information associated with the action performed by the advertiser system; in response to receiving the confirmation, modifying the advertisement with the information associated with the action performed by the advertiser system; and providing the modified advertisement to the first computing device for display. 7. The method of claim 1 , wherein the template object further allows the first user to interact with a third-party system from within the social networking system via the advertisement.