Looks like Lookery is set to launch next week. Lookery's Scott Rafer notified Facebok Application Publishers this morning that the service is set to launch next week. As expected, the service uses CPM banners of the standard variety. The good news is Lookery is going to take advantage of the data available to publishers about users (the single most valuable distinguishing feature Facebook has over any other portal). The bad news is initially it will be limited to country-by-country (presumably meaning ads can target specific countries). Plans are to then add state-by-state, age, and gender. The possibilities are pretty exciting from there, including when an application publisher, or any other advertiser can begin targeting specific groups (couples/singles, specific degree holders, people who like particular genre's of movies,ect.). It will also be interesting to see if there is a way to test Malcolm Gladwell's "Connector" theory. Will advertisers, either through Lookery or Facebook directly, be able to target users with a high number of "friends?"

The service is obviously a promising proposition for application publishers. It is not clear that this will necessarily work for all kinds of applications, or that Facebook is on board. So far they have taken a hands off approach, allowing developers and service providers to explore the space.

Gigaom took a quick look at Lookery last week.

Tags: facebook, advertising, cpm, developers, banner ads