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Autoplay video ads coming to Facebook Messenger from next week

Social network Facebook has revealed that it will start running autoplay video ads in Messenger, meaning the sponsored films will appear in the inbox of users alongside messages from friends and contacts.

The move aligns Messenger with the Facebook News Feed and Instagram, where such autoplay videos already appear. Messenger has some 1.3 billion monthly active users, although the social network has claimed the initiative will be rolled out slowly across the user base rather than with a big bang approach.

People will be able to hide the ads once they appear, but crucially they will not be able to opt out of seeing them completely in their inbox. The move was announced at the Cannes Lions International Festival of Creativity, which is taking place this week.

Static ads have been appearing in Messenger for some time already. And the first autoplay video ads will start appearing in Messenger on Monday of next week.

“We will be rolling out video ads gradually and thoughtfully,” Facebook said in a statement provided to the news app Quartz.

“People that use Messenger each month are our top priority and they will remain in control of their experience.”

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