Social networking site Facebook is aiming to achieve similar results to Google's AdWords with the development of a new advertising system, the Wall Street Journal reports.According to the publication, those familiar with Facebook's plans want the initiative to follow Google's model, which lets people put adverts next to search results, having bought keywords online.
Early signs indicate that Facebook's new service would allow advertisers to visit a website where they can choose the characteristics of the users who should be viewing the adverts.
Favourite activities, preferred music and other factors to do with age, gender and location may all be taken into account when choosing these characteristics.
It is reported that plans are still at an early stage and are subject to change, with an initial version of the ad system planned for release this autumn.
AdWords is Google's largest single source of revenue, helping to make it the largest online search engine.
Commenting on this method of online advertising, David Blum, from Sausalito-based ad agency Butler, Shine, Stern and Partners, told the newspaper: "It's about saying: 'We are going to take this information because you've acknowledged that you have an interest in X, Y and Z'."
Earlier this week, American Airlines announced that it was to sue Google for selling search terms, such as its website address and company name, to other businesses for advertising purposes.
Google suggested that its "position has been validated by decisions in previous trademark cases".
