Today the photo- and video-based social network is adding Dynamic Ads — a retargeting unit that Facebook launched on its own network a little over a year ago (under a slightly different name) that is essentially advertising that is customised to you: showing products that you are more likely to buy based on your online activity and interests.

Alongside this, Facebook is also rolling out two other ad tech developments: a Dynamic Ad unit specifically for the travel sector; and more details to its “lookalike” custom audiences so that web sites using the tool can prioritize types of users, because “some website visitors are more valuable to a business than others,” according to Facebook.

The two refinements and adding Dynamic Ads to Instagram underscores how Facebook is continuing to capitalise on its ever-growing user base — now at 1.65 billion users — and the data that it is able to amass from them. Advertising accounts for nearly all of Facebook’s revenues, which last quarter was just under $5.4 billion.