From their Menlo Park, California headquarters Thursday morning,the Silicon Valley giants will give journalists and bloggers anoverview of the new changes to the site.Ahead of the press conference, Facebook has only admitted thatthe unveiling will involve a revamped News Feed, the central streamof postings, photographs and other updates that any particular usercan see to check out information relevant to the people, places andbusinesses they follow, subscribe to or “like.”Facebook CEO and founder Mark Zuckerberg has described News Feedas being one of the “Three Pillars of the Facebook ecosystem,”joining the Timeline and Graph Search features. Those elements wererolled out in 2011 and 2013, respectively, with News Feed being oneof the more antiquated features of the website. It debuted in2006.Commenting to the website Mashable about potential changes toNews Feed, a spokesperson responded, “We don’t comment on rumorand speculation.”Speaking to the Los Angeles Times, though, one expert says it’sno secret why Facebook is making changes. The News Feed is whypeople log-on to the site, says Wedbush Securities analyst MichaelPachter, ad any changes that will engage more people there meansmore money from and for advertisers.Among the top rumors for the new site are changes that will letNews Feed be more customizable. Though only speculation exists fornow as to what that entails, Pachter says it’s sure to be good forthe company’s pockets.”Allowing feed customization provides Facebook with moreinformation about what users find relevant, allowing bettertargeting for advertisers. Better targeting means higher revenueper impression or click-through, and translates to overall higherrevenue and profits for Facebook,” says Pachter.During a conference call with analysts earlier this year, Mr.Zuckerberg also stressed the importance of the News Feed.”Advertisers want really rich things like big pictures orvideos, and we haven’t provided those things historically. But oneof the things that we’ve done in the last year, as you’ve seen, theorganic News Feed product that consumers use are moving towardbigger pictures, richer media, and I think you will continue to seeit go in that direction,” he said in January.Zuckerberg added then that he wanted the future News Feed to becapable of displaying “more engaging ads” before users.“Have you ever met a real person who has said ‘I’d really liketo engage with an ad right now’? Me neither,” says TheTelegraph’s technology editor, Shane Richmond. “Still, weshouldn’t forget that ads are what keeps Facebook free and, moreimportantly, in existence, so if you want to use it then you haveto accept that Facebook needs to please advertisers just as much,perhaps more, than it needs to please you.”Previously, the website has insisted that it does notsignificantly tinker with News Feed configurations to interruptthose posts with sponsored content. “Our goal with News Feed isalways to show each individual the most relevant blend of storiesthat maximizes engagement and interest. There have been recentclaims suggesting that our News Feed algorithm suppresses organicdistribution of posts in favor of paid posts in order to increaseour revenue. This is not true,” the company said.