The exchange will be rolled out in the next few weeks. For now, purchases are limited to eight firms that resale the spots to advertisers. These firms are all currently involved in depositing cookies on users and they will integrate their cookies into a FaceBook cookie, so the exchange will not be starting from scratch.
Another change this marks for the social media agency is that FaceBook is no longer focused on ads that point internally. Normally FaceBook has been hesitant to point outside the FaceBook ecosystem for continued browsing and purchases. This change in attitude, it is expected, will have effects in other areas of FaceBook’s dealings with third parties. Privacy concerns will be raised, but the social media agency will now be able to collect data on users not only within the FaceBook ecosystem but will also learn about their larger internet uses.