The changes implemented by Facebook to export its resources at different sites of social networks can enhance the company’s advertising operations, and create increasing threat to the giants who rule on online advertising.

Facebook, with over 400 million registered users, is the largest site in the United States by the criterion of page views, according to comScore. But its role in the advertising market is still relatively small and in this respect, the operations of advertising tied to search Google still dominates.

Under the new initiative to expand activities beyond the limits of Facebook.com, however, Facebook has created the framework for a new generation of highly customized ads.

The project called Open Graph combines social networking capabilities of Facebook in a direct way to third party sites. A visitor to the site of CNN, for example, could click a button “like” in some news articles, and check which of your friends on Facebook endorse the content of those other sites.

The first week, 50 000 sites signed up to offer features on their Facebook pages, according to the company. The approval button was used more than 1 billion times by visitors from other sites within the first 24 hours of operation.

All this social activity greatly expands the pool of data from Facebook on its users – information that can make advertisers more able to target advertising to users calculated based on interests or specific traits.

Via: Reuters.