Dive summary:

• Facebook takes a step toward offering advertisements beyond its owned “walled garden” with an external advertising network.
• Facebook reacts to trying to make Wall Street investors happy by opening up its potential advertising capabilities.
• Analysts believe Facebook could double its revenue, thanks to the new advertisers that this move could attract.

From the article:

There have been hints that the company was planning to roll out such a network: earlier this year, Facebook experimented with sponsored stories on Zynga’s website that were governed by the data that the social network had about users based on their activity inside Facebook. And the company also provided a preview of the latest changes in May, although most of the attention at that time was focused on the privacy implications. ...