Facebook tweaks News Feed algorithm to deliver more relevant ads

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Facebook is constantly making changes to its News Feed algorithm. The most recent major changes came with Story Bumping and Last Actor, but the site announced Friday that it is altering the algorithm to help advertisers deliver more relevant ads to users.

Hong Ge, Facebook’s Engineering Manager for News Feed ads, said in a blog post that these latest changes come after receiving feedback both from brands and from users regarding what’s best in News Feed.

Ge described the changes that are coming to the News Feed algorithm:

When deciding which ad to show to which groups of people, we are placing more emphasis on feedback we receive from people about ads, including how often people report or hide an ad.

That means people should see ads that are increasingly relevant to them, and fewer ads that they might not be interested in.

For marketers, this means we are showing ads to the people who might want to see them the most. For example, if someone always hides ads for electronics, we will reduce the number of those types of ads that we show to them.

This means that some marketers may see some variation in the distribution of their ads in the coming weeks. Our goal is to make sure we deliver the most relevant ads, which should mean the right people are seeing a specific ad campaign. This is ultimately better for marketers, because it means their messages are reaching the people most interested in what they have to offer.

Readers: Do you feel that the ads you see in News Feed are relevant enough?

Image courtesy of Shutterstock.

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