The social network, which hopes video will become an increasingly part of its business, said it would limit ads from appearing on unsuitable content.
Already prevalent online, shorter ads are seen as a way to address shorter attention spans, and eventually reduce the length of commercial breaks.
The success of Rodan & Fields, maker of Lash Boost, shows that people can be persuaded to buy all kinds of products based on friends’ testimonials.
As consumer packaged goods companies cut advertising spending, WPP said it expected net sales for the year would be flat to up 1 percent.
“Increasingly, if you win on Amazon, you win, period,” a beverage executive says.