Your news feed is about to get busier, folks. Facebook is adding a pretty significant piece to its advertising portfolio it announced. The company will now show 15-second auto-playing video ads on users’ news feeds. The ads will begin rolling out "over the next few months" to a "select group of advertisers" and will be measured by Nielsen and Ace Metrics for reach, quality and engagement. The good news is that the ads are soundless unless you click on them.