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Facebook adding video adverts for app downloads

Mobile ads on Facebook are here to stay, and for its next trick, the social network is launching support for video ads.

With a service known as video creative, companies advertising their apps on Facebook will be able to insert a video that you can watch to help you decide if you want to download the app.

"Video creative has proven to be an effective way to drive engagement in News Feed," Facebook software engineer Radu Margarint wrote in a blog post. "And we look forward to helping developers use their video creative to find new app installs."

Last year, ads started cropping up amidst your friends' status updates and photos. They eventually made their way to mobile, where Facebook also added the option to download apps directly from the news feed. Now, those ads - for things like Candy Crush - will come with a video, if the developer opts for it.

Today's news comes a month after the social network announced an update to its news feed that will auto-play embedded videos as users scroll through. Muted by default, just tap the video for sound and to watch in full screen.

Meanwhile, Facebook is also simplifying the ad-buying process for developers, who can now set a cost per action (CPA) bid and pay only when a user downloads and installs their app.

Both new features will gradually roll out over the next several days, according to Margarint.

In other Facebook ad news, Google announced Friday that it will participate in Facebook's FBX real-time bidding exchange. What that means is that in the next few months, clients using Google's DoubleClick ad network "will be able to buy inventory on FBX via DoubleClick Bid Manager," Google said.