Although Facebook is a social networking giant with hundreds of millions of users there are two things that it has been unable to do so far. One if make a working mobile app for either iOS or Android and the other is to figure out how to make advertising work for them. Now the concept of social advertising is very old. It goes waaaayyyyy back to the days of daytime TV when advertisers would market their products to their perceived audiences. In fact because of the tendency to advertise washing powder during mid-day dramas the term Soap Opera was coined. So pushing the right ads to your audience is nothing new.
When Facebook purchased Instagram there was more than a little talk that the move was simply to lock out the competition and prevent someone like Microsoft or Google from getting their hands on the technology behind it. This appeared to be supported as Facebook then went out and released their own camera app that mimicked the features of Instagram. Now Facebook is at it again, this time with Face.com the facial recognition company that Facebook just picked up.