Note: A previous version of this story included incorrect information. We regret the error.
Facebook is planning to introduce real-time bidding, a technology Google has employed for years that lets advertisers target users based on their browsing history.
The service, called Facebook Exchange, is expected to go live in a few weeks. Facebook is working with eight firms -- Turn, TellApart, MediaMath, DataXu, AdRoll, Triggit and The Trade Desk -- on the program. Facebook has recently begun employing cookies to track users via their browsers. The third parties will match those cookies with information from other sites. For example, if a user has searched "SUV," and goes on Facebook, auto advertisers will be able to serve that person ads on Facebook for SUVs.