What's the first thing you do when you see something in your Facebook news feed that's inappropriate, offensive, or just plain annoying? Hide it, of course.
Now, the social network is aiming to gather more insight as to why exactly you don't want to see a certain photo, status update, article or ad on your news feed, according to a new report from ABC News. Going forward, when you select the option to hide a post, you'll be asked to specify if it was, for example, offensive or uninteresting.
"Over the next few months what you will see from us is more on why people like and don't like certain things in their feed," Fidji Simo, Facebook's product manager for ads, told ABC News. "We are planning to refine those so users can tell us exactly the reasons they are hiding that piece of content."
Facebook is already gathering this type of data when you hide ads that appear on the right rail of the site. Expanding the tool to the news feed will help Facebook more easily locate offensive content and get a better idea of which type of stories you don't want to see in the future.
"If a lot of people start reporting that something is offensive, it's something we would probably not show to a lot more users," Simo said. "If you tell us that something is uninteresting we would show you less about that, but we wouldn't use that signal with other users."
The move is also part of an effort to boost the success of ads across the site. The tool will essentially give Facebook more information about users' likes and dislikes, which is crucial for serving relevant ads that users actually want to click on.
Meanwhile, Facebook is also currently testing new mobile ads that deliver game suggestions inside your drop-down notifications tab, according to AllThingsD. The ads are reportedly based on a user's existing gaming habits, so they might point you to games that are similar to ones you already play.
Facebook this week posted an impressive set of second quarter figures, performing particularly well in the mobile advertising realm.