Systems and methods are provided for identifying keywords for use in targeted advertising. Information concerning a region of interest is derived from data provided by a number of user devices within the region of interest. The information may come from actions such as search queries or communication with other users in the region of interest. In many cases, the information is time sensitive, with the actions occurring within a given timeframe. The time sensitive information for the region of interest is used to derive keywords that are used when selecting advertisements. These advertisements are then provided to users concerning the region of interest. Demographic information may also be used in conjunction with the timeframe and region to further refine the keywords.