Facebook Messenger is trialing autoplaying video ads

Of course Facebook was going to ruin Messenger with autoplay video ads

Facebook Messenger started showing static ads a year ago, and now it's upping the ante.

A new update to Facebook Messenger brings a rather new element to the messaging service: autoplay video ads.

Facebook confirmed that it will start testing autoplaying ads with a "small group of users", but that it will continue to roll them out as time progresses.

Facebook has in the past admitted that it's pretty much running out of spaces to place ads in its flagship app, and this move could be a effect of that situation.

Facebook said last week that it will regulate targeted advertising on its social platform starting July 2 and users will be able to choose to stop seeing certain ads - a decision prompted by the grilling Zuckerberg received over its business practices.

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"We will be rolling out video ads gradually and thoughtfully", a Facebook spokeswoman said in an emailed statement.

When asked by Quartz about what feedback Facebook has gotten from users on Messenger ads, the spokesperson declined to provide any insight the company had on how users felt about their experience.

Instead, Messenger will give users options to hide a specific ads, report an ad as well as adjust ad targeting preferences. People that use Messenger are our top priority and they will remain in control of their experience. The feature will likely draw more advertisers to the platform. It's also easy to see why Facebook wants video ads inside Messenger, as those are bigger money-makers for the company. According to a Bloomberg report, Facebook generated virtually all its $41 billion in revenue past year by selling ads targeted with user data. In 2014, it rolled out autoplay video ads into the main News Feed.

Loukakos told the publication the user experience is "top priority for us". So we don't know yet. "However, signs until now, when we tested basic [static] ads, didn't show any changes with how people used the platform".

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