Is Facebook advertising too complicated? Advertisers think so, according to Facebook. “Over the past year, we have been gathering feedback from marketers about our ads products. One point we heard loud and clear is that we need to simplify our product offering,” blogs product manager Fidji Simo. “As the services we provide to marketers have grown, so have our new products; while each product may be good on its own, we realized that many of them accomplish the same goals.” Facebook is acting on this lesson, announcing plans to “streamline the number of ad units from 27 to fewer than half of that”. But there’s also a philosophical shift: instead of selling specific formats to advertisers, Facebook wants to address specific needs: “be it in-store sales, online conversions, app installs, etc”. The changes will also see the Sponsored Stories unit retired, although that feature will be incorporated into regular ads. “In the future, for example, when you create a Page post photo ad, we will automatically add social context to boost performance and eliminate the extra step of creating sponsored stories,” explains Simo. The changes will roll out in the coming months.