Abstract: Disclosed are methods and apparatus, including computer program products, implementing and using techniques for conversational advertising. Online commentary data representing comments and/or conversation is published on a data network. Relevant commentary data associated with an electronic advertisement can be identified on one or more electronic forums accessible over the data network. The identified commentary data can be filtered according to one or more parameters. The parameters can include, for example: commentary content, conversation volume, a designated timeframe, a topic, a tag, a keyword, an index, a link, a classification scheme, an authority, a relevance measure, a meme, a word, a phrase, and/or a ranking. Advertisement content, such as selected comments and/or metadata, is determined based on the commentary data.