Facebook is testing a new feature that could anger users of the social network

A man is silhouetted against a video screen with an Facebook logo

Facebook has started testing a new feature that would see ads playing in the middle of videos shared on the social network.
According to a report in Recode, Facebook will allow publishers to insert ads into their video clips after people have watched them for at least 20 seconds.
Publishers will receive 55% of the revenue from these ads - the same split offered by YouTube - industry sources told the tech site.
The move marks a step change for Facebook, which until now has resisted allowing "pre-roll" ads that play before a video starts.





However, publishers currently see little or no ad revenue from the clips they share on Facebook - despite spending considerable resources creating that content.
Facebook has experimented with a number of method create advertising opportunities for publishers
"Advertisers are super keen on video advertising," Eleni Marouli, at analyst company IHS Markit, told BBC News.
"If Facebook wants those TV ad dollars, they have to invest more in video."

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