Apples to apples, this is less of an answer to adwords and more along the lines of an adsense competitor. IMHO This launch will take a huge bite out of quantcast + any cookie pooling/dmp companies. It will also be interesting to see how adroll and other retargeting companies end up fairing.

Budget-wise, I think this will expand the pie for over all ad spend rather than suck out any air from googles ad platforms.

Chris Dixon basically describes this game plan 4 years ago, http://cdixon.org/2010/05/15/facebook-is-about-to-try-to-dom...