Managing advertising associated with dynamically-expanding content

A system comprising:

• one or more computer processors;
• a non-transitory computer readable medium comprising a set of instructions that, when executed by the one or more computer processors,
• cause the one or more processors to perform operations comprising:
• communicating a list of a plurality of content items for presentation in a first region of a user interface of a device of a user;
• communicating a set of advertisements for presentation in a second region of the user interface, the set of advertisements remaining in a fixed position in the second region regardless of a scrolling of the list of the plurality of content items in the first region;
• detecting a triggering by a user of a dynamic expansion of the list of the plurality of content items included in the first region, the triggering including scrolling to an end of the list of the plurality of content items included in the first region, the dynamic expansion including an adding of a content item to the list of the plurality of content items included in the first;
• detecting at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface;
• and
• replacing an advertisement of the set of advertisements with a replacement advertisement based on the triggering by the user of the dynamic expansion and an updating criterion pertaining to the at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface.

A non-transitory machine readable medium embodying a set of instructions that, when added to a social network system, cause one or more processors of the social network system to perform operations comprising:

• communicating a list of a plurality of content items for presentation in a first region of a user interface of a device of a user;
• communicating a set of advertisements for presentation in a second region of the user interface, the set of advertisements remaining in a fixed position in the second region regardless of a scrolling of the list of the plurality of content items in the first region;
• detecting a triggering by a user of a dynamic expansion of the list of the plurality of content items included in the first region, the triggering including scrolling to an end of the list of the plurality of content items included in the first region, the dynamic expansion including an adding of a content item to the list of the plurality of content items included in the first;
• detecting at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface;
• and
• replacing an advertisement of the set of advertisements with a replacement advertisement based on the triggering by the user of the dynamic expansion and an updating criterion pertaining to the at least one of a speed at which the user navigates through the list of the plurality of content items in a view port of the user interface, a distance over which the user navigates through the list of the plurality of content items in the view port of the user interface, and a time period over which the user navigates through the list of the plurality of content items in the view port of the user interface.