Facebook Testing Mid-Roll Ads That Play in Middle of Videos

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Last month Facebook announced—or perhaps we should say warned—users that it was considering displaying ads in the middle of videos.

Well, it’s happening now.

As a way to slam ads in the faces of those who use ad-blockers, Facebook’s new mid-roll ads have entered the testing phase this week. (You don’t want to see ads everywhere? Here, have some more ads!)

Facebook says it plans to give publishers 55% of revenue from the ads, which is what YouTube offers. Users watch well over 100 million hours of video content per day on Facebook, so that’s a sizeable opportunity for both Mark Zuckerberg’s company and the publishers.

One thing that may have to change is how Facebook categorizes a “video view.” Currently, it only takes three seconds for Facebook to consider a video viewed. If ads aren’t popping up until the middle of a video, Facebook’s metrics might look a little wonky between views and ad views.

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