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Facebook’s autoplay video ads can be a double-edged sword. By having the ads play automatically once they pop up in people’s news feeds, brands may get more people watching their videos. But since Facebook charges the brands once an ad comes into view — but not necessarily once it starts playing — the advertiser may be paying for ads that people didn’t actually watch.

To make sure advertisers don’t feel like they’re being short-changed, Facebook is testing a new option — though the company doesn’t think it’s the best option for advertisers.

Under the test that’s rolling out to Facebook’s own and third-party firms’ Facebook-equipped ad-buying tools on Tuesday, advertisers can still pay once their video ads come into view — meaning on a cost per thousand impressions basis — or they can choose to only pay once their ads have played for at least 10 seconds, or on a cost-per-view basis, as Facebook is referring to it.

Continue reading at AdAge.com