To that end, the social network and online advertising company said Thursday it will now help marketers show ads to all users who visit websites and applications in its Audience Network ad network.
Previously Facebook only showed ads to members of its social network when they visited those third-party properties.
The change will also intensify competition with Alphabet Inc. GOOGL 1.11 % subsidiary Google, which dominates the global digital-advertising market, and a wide range of other online ad specialists.
Now Facebook plans to collect information about all Internet users, through like buttons and other pieces of code present on Web pages across the Internet.
Some publishers might be wary of handing more of their ad sales operations to Facebook.
Many already rely heavily on the social network to generate traffic for their sites, and some now post content directly to Facebook through Instant Articles.