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Facebook Testing Mid-Roll Video Ads for Live VideoWith live video broadcasts proving to be among the hottest mobile features on the Facebook platform today, it’s little wonder that the social media behemoth is actively seeking ways to harness and monetize this popularity to benefit both Facebook and its content providers.

Enter a new vehicle for advertisements. That’s according to the inside scoop from AdAge, which asserts that Facebook is now testing mid-roll video ads that are served inside of live video broadcasts presented by select Facebook content creators.

“We’re running a small test where a group of publishers have the option to insert a short ad break in their Facebook Live videos,” reads a statement from a Facebook rep to the publication.

For now, not much else is known about the enterprise except that commercial breaks during live-streams are all but certainly poised to become more commonplace as video creators flock to Facebook at a breathtaking rate of speed. And advertisers are along for the ride.

Recent estimates from eMarketer suggest that that Facebook could take in $22.37 billion in net ad revenues this year, up from $17.08 billion in 2015. The majority of revenue—$12.08 billion this year—is expected to come from outside the U.S.

“Facebook has always been reluctant to show pre-roll spots — ads directly before videos — because CEO Mark Zuckerberg said he thinks that ruins the viewing experience,” says Garett Sloane of AdAge. “Clearly he is more amenable to mid-roll, as Facebook started notifying advertisers last month that their commercials could start showing up during live video streams, according to knowledgeable people.”

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