Menlo Park, Calif.—Facebook Inc. is changing its ad-serving algorithm in an effort to reduce the number of news-feed ads that users aren't interested in.
Facebook technology currently shows ads to users based on their interests, the pages they “like” and advertisers' own targeting and ad bidding. The company's updated ad algorithm places more emphasis on behavioral feedback about ads, including how often people report or hide an ad, Facebook said in a statement.
For example, if someone always hides news feed ads for electronics, Facebook will reduce the number of those ads served to that user, the company said. Advertisers will begin seeing variations in the distribution of their ads in the coming weeks, Facebook said.