Why are ads on Twitter auto-playing?

Twitter is rolling out auto play for video ads in their users' feeds.

It will work much like Facebook, where videos play when you roll over them, but stay quiet until you click on the ad.

Twitter has been testing this feature for months, and all video content uploaded to the site will auto-play, including the six second Vine videos.

According to online publication Digiday, auto-play on Facebook has helped the social media giant increase video views dramatically.

Facebook has about four billion video views per day.

WPXI