Facebook will start popping out autoplaying ads in Messenger probably from next week. In the first step, the company will target the feature with a small group of users, after that on a large audience. It will also give users options to put out of sight for specific ads. People can also report an ad as well as adjust ad according to their preferences.

In a statement, Facebook spokesperson to Quartz said: “people will remain in control of their experience”. Although it doesn’t seem like the users will be capable to disable autoplaying ads in the app.

“We will be rolling out video ads gradually and thoughtfully. People that use Messenger each month are our top priority and they will remain in control of their experience,” Facebook said in a statement.

However remaining “in control” means you’ll not be able to push out of Messenger ads overall, but it does mean you can hide from view particular and also report it, like on other Facebook app.

Stefanos Loukakos, a person who operates Messenger’s ad business, says he’s observing this matter and Facebook will monitor user behavior to conclude if these ads are affecting people somehow or not. He admits that Facebook originally started testing ads in Messenger last year, however, autoplaying ads is recent move to be added.

“Top priority for us is user experience,” he said from a beachside cabana at the Cannes Lions advertising festival on Tuesday.

“However, signs until now, when we tested basic ads didn’t show any changes with how people used the platform or how many messages they send.” Loukakos said in a report to Recode.

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Autoplaying ad in Messenger can also become the reason to disturb users, but with the popularity of the app, it can turn into an amazingly beneficial opportunity for Facebook and the advertisers. They can advertise their product in a small amount of budget on the internet rather than other ways. The video ads have become known on different social media platforms presenting better returns for the advertisers and enhanced user commitment. Using video ads attach required energy to enhance user experience and engagement.