NEW YORK (AP) — Facebook is spreading its wings to the broader Web. It’s a move that could change the way people experience the online world, though it could come with deeper privacy implications.

Facebook CEO Mark Zuckerberg says the new tools will allow users to see personalized versions of other websites they visit. It’ll be based on the things they have shared on their Facebook profiles, such as their friends, bands they like or news stories they have liked.

If it works and users embrace it, Facebook could gain valuable insights that could help it sell more advertising, potentially rivaling online ad leader Google Inc.

Zuckerberg disclosed the new tools Wednesday at a conference for software developers in San Francisco.