![]() Troves of internal documents have offered new insight into how Facebook makes those critical decisions, and how it thinks about and studies the trade-offs involved. And they decide what its goals should be - that is, what measurable outcomes to maximize for, and the relative importance of each. Facebook employees decide what data sources the software can draw on in making its predictions. Two crucial elements are entirely within the control of Facebook’s human employees, and depend on their ingenuity, their intuition and ultimately their value judgments. Yet the news feed ranking system is not a total mystery. ![]() The algorithm has simply grown ever more sophisticated to the point that today it can take in more than 10,000 different signals to make its predictions about a user’s likelihood of engaging with a single post, according to Jason Hirsch, the company’s head of integrity policy. But the principle of putting the juicy stuff at the top - or at least the stuff most likely to interest a given user - has remained. Over the past 12 years, almost everything about the news feed algorithm has changed.
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