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Ads in Facebook Messenger are nothing new, Facebook has long monetized its popular messaging service and now it’s kicking things up a notch in a way that may not sit well with some users. Facebook has reportedly started rolling out autoplay video ads inside Messenger which means that user will now see video ads next to their private messages.

Facebook first started selling ads in Messenger almost two years ago, it only sold static ads initially and didn’t really say if it would bring video ads as well. Recode reports that now, some users will start seeing autoplay video ads in their inbox next to private messages from their Facebook contacts.

Some users may not like seeing video ads next to their private messages and Stefanos Loukakos, the man running Messenger’s ad business, is aware of this. Facebook is essentially testing this new ad format initially and will keep an eye on user behavior to see if autoplay video ads in Messenger turn people off.

If that turns out to be the case, perhaps it may reverse its decision, and if it doesn’t then perhaps we should all start the inevitable countdown to the day that autoplay video ads become the norm in Facebook Messenger.

Update: Facebook has sent out the following statement:

“As we shared with advertisers at the Cannes Lions International Festival of Creativity, we are now expanding the availability of video ads to Messenger. We will be rolling out video ads gradually and thoughtfully. People that use Messenger each month are our top priority and they will remain in control of their experience.”

Filed in Cellphones. Read more about and .

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