Four years ago I was wondering when Facebook would get more aggressive with their ad network. It seemed pretty clear that at some point they’d move from selling ads only for Facebook properties and move to the broader web ( and apps ). It looks like that time has come:

Facebook’s long-awaited Google AdSense competitor is finally here. It’s called Atlas, and it will allow brands to use the social network’s massive trove of data to target ads on sites across the web.

From Wired: Facebook Ads Will Now Follow You No Matter What Device You’re Using.

In the era of iOS and Android the new holy grail of ads is following people around on every device they use. Queue the ‘with great power comes great responsibility’ requirements.

Once this is starts getting traction I expect to see people researching how to keep Facebook tracking localized at the device level.