Facebook is reducing the distribution of political content in News Feed for “a small percentage” of people in Brazil, Canada and Indonesia this week, with the U.S. to follow, David Cohen reports. 

Mark Zuckerberg alluded to as much in his earnings call last month. Check out David’s piece for more detail, including: 

• Political content accounts for roughly 6% of what people in the U.S. see in their News Feeds
• Legit Covid-19 information is exempt as well as content from official government agencies
• Facebook is not totally removing political content

This test will not apply to videos in Facebook Watch or articles in Facebook’s news tab. So for news publishers who just signed up to the news tab, like in the U.K., this is more a question of redistribution. 

For U.K. publishers especially, a space for quality news content marks a long-overdue step-change in Facebook's willingness to collaborate in a commercially-beneficial way. Now, few see any downsides in being part of the news tab initiative, but they’re less likely to see big swings in traffic and revenue either. 

The boom and bust days are over.

Before I go, there's some big news that Adweek's Mediaweek summit is back, after a 10-year hiatus, as a three-day event this April. More details are below, and there will be many more to come so stay on the lookout. My colleagues Lisa Granatstein, Ronan Shields (you can follow his programmatic newsletter here) and I have been working to bring you an event covering the most pressing topics in media buying. 

So, our team works hard to bring you the latest information through good times and bad. Consider supporting our journalism with an Adweek+ Subscription.

Thanks for reading and have a great week!

Lucinda

Lucinda.southern@adweek.com

Welcome back to the fold.

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