Facebook plans to fix ad system before 2018 US midterm elections
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Facebook's Chief Technology Officer Mike Schroepfer told Reuters that the company is making improvements to its ad platform constantly, and that users would start to see regular updates. The challenge, he says, is the amount of content on Facebook's platform; it's difficult to police over 2 billion users and 5 million advertisers. "We're investing very heavily in technical solutions, because we're operating at an unprecedented scale," he said.
It's understandable that Facebook doesn't want to play the same role in future elections that it did in 2016. And on a larger scale, the company is constantly in the headlines for its lackluster response to hate speech and other misuses of its platform. Perhaps these changes will be applied on a broader scale if they work and improve the experience for Facebook's users at large.