Facebook is preparing to squeeze more advertising dollars out of its booming video offering: mid-roll ads.
Facebook is giving select publishers the ability to insert ads after users have viewed the clip for at least 20 seconds. Eligible videos must be at least 90 seconds in length.
The revenue from these ads is set to be spilt down the middle with publishers, similar to YouTube's successful model.
While 100 million hours of video is viewed on Facebook every day, the social network differs from its rivals by prohibiting pre-roll ads.
If successful, mid-roll ads could open up another revenue stream for Facebook, and encourage publishers to invest more in producing video content.
However that all depends on whether users can stomach mid-roll ads, or simply switch channels.