Facebook is rolling out a new option allowing marketers to pay for video ads only after users view the ads for a minimum of 10 seconds. According to The Wall Street Journal, “The social network previously charged advertisers immediately when their video ads came into view, but marketers have been calling for ways to ensure consumers actually see their video messages, as opposed to simply scrolling past them in the Facebook News Feed.” The option is available through the Power Editor and API buying tools. “We don’t believe it’s the best option in terms of capturing the best value and brand objectives marketers care about, but we want to give them control and choice over how they buy,” said a Facebook spokeswoman.