Facebook to debut behaviorally targeted ads

Menlo Park, Calif.—Facebook Inc. has announced plans for an ad service informed by the Web-browsing behavior of its users.

The new Facebook Exchange will use cookies on users' browsers that allow advertising partners to identify user browsing history. Facebook already uses ad targeting based on users' “likes.”

According to Facebook, the new service can also be used in retargeting campaigns, serving ads to users who have reviewed product pages but took no further action. The new service will also have a real-time bidding component.