Facebook has introduced a number of new features this week that lets users limit how much personal information they share with third-party mobile apps, according to Reuters.

The move was decided on to due to recent privacy concerns as the social networking site attempts to become a top entry port to the Internet.

Facebook has encouraged a number of third-party app makers the last couple of years to allow users to log in with their Facebook identities instead of creating an account for the app specifically or by having to user their email addresses.

The result has provided key data for the top social networking site in the world, but concerns have grown about third-party developers gaining access to private information, according to Reuters.

Company CEO Mark Zuckerberg said this week at a Facebook's developer conference in San Francisco that a new version of Facebook's log-in tool, called "log in anonymously," will allow users to control what information they allow third-party apps to see.

The mobile ad system has been called the Facebook Audience Network, according to Zuckerberg.

Zuckerberg told developers that the company believes the tool will let users feel more comfortable about logging into apps using Facebook IDs.

"By giving people more power and control, they're going to trust all the apps that we build more, and over time use them more. And that's positive for everyone," said Zuckerberg at the conference on April 30, according to Reuters.

The updated log-in screen will allow users to select which personal information stored on the social network, like email address, items that they have "liked" on Facebook, can be accessed by a certain app.

A user's name and gender will still remain visible to the app, according to Reuters.

The company also rolled out a new service to distribute ads across a network of mobile applications.

The service, which has been discussed for some time now, will allow mobile-app makers to insert various ads within their software.

"This is really the first time that we're going to help you monetize in a serious way on mobile," Zuckerberg said.

Facebook started testing a mobile ad network earlier this year with a limited number of mobile app publishers and advertisers. The company plans to expand the number of app makers that can use the service.

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