Today’s headline, courtesy of Recode, is that Facebook is going to trial a new ‘mid-roll’ ad format, which will allow video publishers to insert ads into their clips after people have watched them for at least 20 seconds.

For now, Facebook will sell the ads and share the revenue with publishers, giving them 55% of all sales. If the new ads take off, they could represent the first chance many video publishers have had to make real money from their Facebook content.