One of the Internet's biggest annoyances is coming to Facebook.

The social networking site is rolling out auto-playing video ads, starting with a series of commercials for the upcoming movie "Divergent."

Facebook says the video will automatically play as you scroll past, but the sound will be muted unless you click on the ad. Mobile users complain that the videos will eat up their data plans, but Facebook says smartphones won't autoplay the ads unless they're downloaded over wi-fi. Having to see ads is the cost of being able to use Facebook for free:

Marketing experts say Facebook could bring in 6 and a half million bucks from the ads by 2020.
--Rob Archer