Facebook will closely evaluate the benefits of the test for both viewers and advertisers
Facebook


By David Cohen

31 mins ago

Facebook is testing an addition to its in-stream ads offerings: ad pods, or two back-to-back mid-roll video ads using its in-stream ads formats.

Ad pods can contain a mix of 15-second skippable and non-skippable video ads, as well as longform ads of more than 15 seconds, and Facebook noted that a limited number of publishers are excluded from skippable ads.

The social network said combining ads upfront or together enables it to reduce the frequency of ad breaks further in-stream so that viewers can watch content with fewer interruptions, adding that advertisers will have more opportunities to scale value by using the format to boost overall inventory.

Facebook is also testing a new feature that tags ads in similar categories and blocks them from being served within the same spot in order to alleviate brand adjacency concerns.

The social network will closely evaluate the benefits of the test for both viewers and advertisers before deciding whether to roll it out further.