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Facebook takes new step in war against “low-quality web pages

Links to web pages that feature little substantive content or are covered in ads will be removed from Facebook, or at least made less visible. The social network rolled out its update and says the measure comes as users complained.

According to a Facebook press release, users will see fewer posts and ads in News Feed that link to these low-quality web page experiences.

“With this update, we reviewed hundreds of thousands of web pages linked to from Facebook to identify those that contain little substantive content and have a large number of disruptive, shocking or malicious ads. We then used artificial intelligence to understand whether new web pages shared on Facebook have similar characteristics. So if we determine a post might link to these types of low-quality web pages, it may show up lower in people’s feeds and may not be eligible to be an ad. This way people can see fewer misleading posts and more informative posts,” Facebook representatives Jiun-Ren Lin and Shengbo Guo said.


They say these changes will roll out gradually over the coming months and publishers that do not have the type of low-quality landing page experience referenced may see a small increase in traffic, while publishers who do should see a decline in traffic.

John Beckett