Facebook is on an aggressive push to gain users in emerging markets, and on Thursday it began tackling a new task: Making money from them.

With more than a billion users, the company’s footprint already extends to almost every country on Earth, but the Facebook seen by users in one country can be very different from what their neighbors get. That poses a problem for the company.

Differences in cellular connection speeds and phones mean that posts, photos or ads loaded in a fraction of a second on 4G connections could take minutes to load for users in remote areas. It’s an annoyance for users and a problem for Facebook as it tries to sell ads.

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