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Hate ads? The Facebook Paper app won't have any

Facebook has no plans to insert advertisements into its iPhone Paper app - yet.

Still in its early stages, Paper will remain ad-free while Facebook execs learn how best to turn it into a money maker, Facebook COO Sheryl Sandberg said during the Goldman Sachs Technology and Internet Conference.

"When we launch products, we are willing to invest for a long time before we put ads in," she said.

The hybrid mobile reader launched less than two weeks ago, providing updates from family and friends, as well as worldwide news.

"It's quite easy to see how ads could fit into [Paper] ... but there's no reason for us to do that right now—we have so much to do with the current monetizing of current products we have," Sandberg said.

Advertising is key for the free social network, especially on mobile. Most recently, the company rolled out auto-play video ads on news feeds. The first—a promotion for the upcoming Divergent movie—automatically comes to life as users scroll through their news feed. Sound remains muted; click or tap the video to listen to it.

And while Paper is not currently sullied by announcements for a new shade of lipstick or running shoes, ads are likely inevitable. Just ask Instagram.

Last Autumn, the photo-sharing site—owned by Facebook—introduced ads to users' photo feeds. Intended to look natural, like you're skimming through filtered photos posted by rich, stylish friends, the feature debuted with fashion designer Michael Kors's Parisian-inspired jewelry-gram.

Paper displays stories in themed sections—the first, of course, is the Facebook News Feed, followed by an array of customisable sections. Each highlights photos on the top, and stories in a scrollable feed on the bottom, making it easy for advertisements to slip into the pack, almost unnoticed.

"It's a week in, so what we have resembles the public feedback you can read in the app stores, which is really positive," Facebook CFO David Ebersman said at the conference. "We look forward to seeing how it progresses in the months ahead, but [it's] way too early for us to pretend we have a lot of knowledge in terms of how people will use it."