It has been widely reported that Facebook has launched Open Graph and Implicit Personalization, which, among other things, give Facebook information about people's movements and what they like on the web. The service was launched opt-out and, even if you do want to opt-out, requires diving into confusing privacy settings to opt-out.
The prolific discussion of this elsewhere has thoroughly exhausted most of what there is to say, but I wanted to emphasize two things about this launch.
First, the fact that Facebook is so aggressively seeking this "treasure trove" of browsing behavior data may signal a major shift in its revenue model. Prior claims aside, the company now may be realizing that it is hard to target advertising to profile information and status updates because there is no commercial intent. This new source of data -- the websites people are visiting and what they like -- contains the purchase intent that Facebook so desperately needs.
Second, as Steve Lohr at the NYT reported today, other companies considering heavy use of personalized advertising have been waiting for someone else to take the first step and bear the brunt of any privacy-related backlash. It will be interesting to see if Facebook's latest move -- which probably is aggressive enough to count as the first step everyone was waiting for -- will result in a backlash or will open the floodgates.