Wowd, a search tool designed to work in tandem with Facebook and provide real-time updates on the site's content, aims to help marketers create more targeted ads and promotions. The platform -- which is used in-browser like a regular search engine but is driven behind the scenes by a downloadable application -- will only catch on if it can swiftly recruit a critical mass of Facebook users, notes Laurie Sullivan. "Wowd needs to rely on wide distribution of a client app to build the ad audience base, and this will present an uphill battle," Sullivan writes.

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