Facebook says it will begin testing ads on Oculus headsets, starting with the shooter game Blaston, and won’t use data stored on devices to target ads (Facebook Oculus Blastonrodriguezcnbc)

Facebook Oculus Blastonrodriguezcnbc: Facebook will begin placing ads in Oculus virtual spaces on its social network, the company said in a statement.

The new ads will be shown inside virtual reality-compatible games and apps. Facebook is currently testing the ad placements by running them inside the shooter game Blaston.

“We’re starting with a test of only one game and won’t use data stored on your device to target ads,” Facebook wrote. “We may expand our tests over time.

The company did not say whether it would sell virtual space ads to other companies or third-party developers. Facebook is also testing ads in augmented reality games and apps.

Oculus founder and CEO Palmer Luckey has said through a representative that he supports the development of advertising for VR, as long as it only appears in virtual spaces.

Facebook’s move comes after an update to Oculus Rift device firmware several weeks ago included a feature allowing the headset to run software from Falcon Northwest computers that enabled advertisements on Oculus headsets .

Facebook began working with game developers on the feature in December, according to a report from The Verge.

Facebook is currently running the ads in Blaston, a “fast and furious” first-person shooter that has been downloaded more than 40 million times. The company plans to expand the technology to other Oculus games after Blaston completes its test run. Other titles are in development for VR headsets including Ready At Dawn’s Lone Echo and CCP Games’ EVE: Valkyrie.

Facebook’s move to turn its social network into the biggest advertising platform on the internet comes as other tech companies experiment with the concept of “sponsored” spaces. Google launched its own version of ad-supported social network Google Plus, which rebranded as “On Plus” and is being tested in several places including for YouTube videos.

Vice Media, which is considering a public offering that could value it at $4 billion, also sells branded “Vice Studios Spaces.

Facebook says it doesn’t intend to use the data collected from users by its “Explore” section within apps and games. The social network said it will only collect the data when users sign in using Facebook login, or when they interact with app features like sharing a score on a game.

Facebook also plans to run ads in Facebook Messenger and Instagram.

Facebook’s virtual reality unit Oculus VR is set to go public on March 27 at $1 billion valuation, according to multiple sources familiar with the company’s plans. The IPO will take place on Nasdaq and be underwritten by JPMorgan Chase , Goldman Sachs, and Morgan Stanley.

Facebook will not provide a roadshow for the company like Twitter, which pitched its stock to institutional investors at a series of meetings in New York last month.

The filing is expected to show $3 billion annual revenues, up from $1 billion in 2014. Facebook had 1.39 billion monthly active users as of Dec. 31 and 1.44 billion monthly active users as of March 31.