Brands Face Tough Screening for Facebook Video Ads

A video ad on Facebook will cost advertisers about $1 million a day, but the social network won't accept a check from just anyone.

Just a small group of brands was invited to submit concepts, which will have to be approved by Facebook Inc.'s creative team. Then the ads will be shown to viewers, who will rate them based partly on how "meaningful" they are, the company said. After the ads make it to Facebook, they will face another hurdle: They will play without sound, and the site's users will be able to scroll past them without watching. The gantlet is designed to avoid offending Facebook users. In the process, Facebook risks offending potential advertisers.