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Facebook is toying with its News Feed advertising policy, possibly risking a backlash from marketers who are worried that repeated ads will raise auction prices and force advertisers to seek other platforms.
As Marketing Week reported, ads can now be repeated within News Feed twice a day, including ads from nonconnected user pages.
The doubling of the ad repetition was quietly implemented on Aug. 6 and leaked in a memo sent to agencies. In the email, Facebook said the frequency change was made "to enable businesses to reach people with more relevant content."
The change in ads raised the eyebrows of social media managers who are also concerned about ad quality within the News Feed.