Facebook to autoplay 15-sec ad video clips on newsfeed

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Social networking site Facebook is to launch advertising clips on users' news feeds this week, the Wall Street Journal website reported on Tuesday.

The newspaper, quoting an anonymous source close to the matter, said that the clips would be triggered automatically on feeds when a user consulted his or her profile either on the Internet or via a smartphone.

Facebook was expected to announce the development on Tuesday and the advertisements would be launched on Thursday, beginning with an ad for the science-fiction film "Divergent" to be released in the first half of next year.

The launch of advertising clips has been delayed several times in recent months, first because of concerns that this might drive customers away and also because of technical problems, the newspaper said.

The company, which like all free sites, draws most of its income from advertising.

The clips could last for up to 15 seconds.