Facebook this week announced that it will implement a limit on the number of ads each Page can run at the same time. The limit will be introduced in mid-2020 and Facebook says it affects “just a small percentage of advertisers.”

Facebook justifies the introduction of limits saying that a very high ad volume can hinder an advertiser’s performance. “Fewer ads exit the learning phase and more budget is spent before the delivery system can optimize an ad’s performance,” wrote Evan Klein, Software Engineer at Facebook.

Facebook released an Ad Volume API which enables advertisers to track a Page’s ad volume for an ad account. In the future, the Ad Volume API will also track a Page’s ad volume across ad accounts and the number of ads that each Page will be permitted to use.