Facebook is continuing with their goal to make News Feed more relevant to show people the authentic content is changing the way it ranks stories with two new updated signals for better ranking posts.
The goal to incorporate new signals is to resonate most, better identify and rank authentic content and curbing down “misleading, sensational or spammy” posts as well as to predict and rank in real-time posts that are relevant.
New universal signals are added to identify authentic content—with Facebook now begin categorizing pages to identify those posting spam or trying to game feed by asking users to like, comment or share posts. The posts from those pages are then used to “train a model that continuously identifies whether posts from other Pages are likely to be authentic.”
One such signal of a non-authentic content is for example, how often people reading Page posts are hidding them. For a post to be authentic, it might show up higher in your feed.
Until now, to rank News Feed, Facebook looked at signals like “users closeness to the person or Page posting, as well as universal signals like overall engagement such as likes, comments, shares, a post has.”
Real-Time Signals Updates. Topics or a post from a Page getting a lot of engagement from many people on Facebook will make the Facebook understand in real-time the importance of those posts, will show those content higher in your News Feed.
Facebook notes, although most Pages won’t see any significant changes to their distribution in News Feed —though some Pages may see small increase or decrease in referral traffic or outbound clicks.
Facebook also providing an upddate on the transparency through measurement partners said—until now, FYI posts have solely focused on updates to metrics. But, this channel is epanding to focus all aspects of measurement—with Metrics now renamed as “Measurement FYI”, and include updates to “metrics, partnerships, products and research.”
Adding More People-Based Measurement Partnerships
Back in Sep 2016, for advertisers better understand media mix across channels, Facebook formed partnership with measurement providers—today, introducing a new marketing mix modeling (MMM) portal for partners to gather information directly from Facebook, Instagram and Audience Network on behalf of their clients.
Better quality data in MMM models will support more accurate and actionable insights for advertisers who engage in cross-channel measurement and planning.
Advertisers will now be able to compare which ads — TV, digital and print — are driving their desired outcomes.
Third-party verification program updates such as:
- Nielsen’s Digital Ad Ratings (DAR) will now measure “reach and in-target performance on desktop and mobile across eight additional markets,” bringing the total to 25 global markets.
- comScore, going beyond viewability to now include in-target performance for Facebook properties in the US. Facebook says, a test is already evaluatingg in-target reach for US audiences on desktop and mobile through comScore’s validated Campaign Essentials (vCE) product.
- Viewability measurement is now expanded to more placements across Facebook’s apps and services—including video on Facebook and Instagram, and now it’s available to video on Audience Network as well with comScore and Integral Ad Science. This integration will “provide metrics on when a display ad enters Facebook screen and when the entire ad appears on the screen.”
- Lastly, a new viewability verification partner DoubleVerify will support both video and display. With this addition, Facebook now have 24 global third-party measurement partners available to advertisers.