We’re hearing a lot about “real-time” marketing. But, beyond the hype, it’s not all about dunking in the dark.

“You have to be really in real-time,” says Tim Schigel, founder of ShareThis, whose near-ubiquitous green button lets users share content through umpteen online services.

“People are interested a given topic maybe for just a few minutes or a few hours. If you’re not relevant to them at that time, you’ve missed an opportunity. The challenge is producing content that is brand-safe.”

Nowadays, ShareThis is using its sharing data – with over a billion social signals per month – to target marketers’ advertising.

We taped this segment at the Mindshare Client Huddle.