Facebook presumably heard how much we all enjoy auto-playing video ads elsewhere on the Internet, because the company plans to begin incorporating the format in users’ news feeds starting this summer, according to a report from the Financial Times. Facebook’s foray into video displays would likely come from some of its largest name brand sponsors, like Coca Cola, Nestle, Ford, and American Express.

Facebook has dabbled in sponsored content that gets sprinkled throughout users’ news feeds for some time. The first iteration, sponsored stories, gained ire from both creators and viewers of the ads, not least for using Facebook users as shills without their consent. The related lawsuit cost Facebook $20 million.

Promoted posts replaced sponsored stories, which some Facebook page owners said corresponded with a drop in traffic and interactions with their pages. Facebook stated that it worked to groom users’ news feeds to show them only content they wanted to see, and an overzealous number of postings from a given page were liable to be left off the feeds of their followers.

Facebook currently allows brands to embed video advertisements on the timelines of their pages, but those ads currently don't get pushed to news feeds (and no videos of any kind auto-play). Video ads, especially those with audio that plays automatically, generate the juiciest kinds of revenue.

The Financial Times pegs the launch for July, but the rollout will probably be as slow and deliberate as it needs to be to keep users from abandoning their new flashy news feeds altogether.