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Twitter (TWTR - Get Report) is experimenting with ad load, the industry term for how often users see advertisements on their feed, the company confirmed in a statement to Bloomberg.

"We are always running experiments with our ad experience, including with the various aspects of ad frequency and targeting," the social media company told Bloomberg. 

Twitter makes most of its money from advertisements but not every user sees the same number of ads. Some users have ad-free experiences after the company shut off ads for some its its more prominent users. 

Last year, Chief Financial Officer Ned Segal intimated that the company has room to expand the number of ads it shows on its platform. 

Twitter shares were up 3.8% to $38.89 Wednesday and have risen nearly 40% year to date.