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Mobile users of Facebook may be subject to auto-play video ads in the near future, according to Reuters.
The social networking giant -- with 1.15 billion users worldwide -- is currently testing out auto-play videos for select users in the American market, to see how it goes, as a company spokeswoman said.
But in the future, the "lucrative, television-like video ads" will be available to marketers, Facebook told the news wire.
Facebook may charge up to $2.4 million to advertisers who want to show 15-second auto-play videos, Reuters reported.
Meanwhile, Facebook's stock soared to $45.62 a share on Thursday.