According to BBC News and Recode, Facebook is going to begin showing ads in the middle of videos. Facebook has yet to comment but an industry source says that the social network will begin mid-video ad testing for users that watch a video for at least 20 seconds. This tells us that Facebook will be focusing more on the amount of time a video is watched rather than the number of videos they watch.

This new advertising option makes sense since last year Facebook said that their users were watching 100 million hours of video per day. According to the industry source, Facebook will sell the ads and share the revenue with publishers, much like YouTube, by giving them 55% of sales. The ads will only be included in videos that are at least 90 seconds.

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