We've been hearing for almost a year that Facebook would soon be adding auto-playing video ads to your stream, and the final countdown has begun.
The news appeared on Facebook's Business blog, explaining the basic mechanism of the ad modules: They will play automatically and silently when users scroll past, and go to fullscreen with sound if tapped or clicked.
Video ads will play automatically but silently, going fullscreen and adding sound when you tap or click.
Facebook confirmed it was testing video ads in December, but declined to provide a hard rollout date for the new revenue-generating initiative. There's still no guarantee when you'll see your first one, but a Facebook spokesperson told NBC News that late April is when you should expect to start seeing the 15-second ads on both mobile and the Web.
If you're afraid something annoying or explicit is going to ruin your Facebook experience, don't worry: Facebook doesn't want people closing the app in disgust either. It's retaining a company called Ace Metrix, which will "measure the creative quality of the video" and make sure it has "meaningfulness and emotional resonance."
First published March 13 2014, 5:24 PM
Devin Coldewey is a contributing writer at NBC News; he started his role in April of 2013. Coldewey is responsible for original reporting on a number of tech topics, such as photography, biotechnology, and Internet policy.
... Expand Bio
Coldewey joined NBCNews.com from TechCrunch, where he was an editor covering a similarly wide variety of content and industries. His personal website is coldewey.cc.