That’s because Facebook now offers an option for marketers to pay up only after a video has played for 10 seconds, The Wall Street Journal reports. Previously, a marketer was charged for each impression made on the video even if it was merely watched for a brief moment while it auto-played.

A Facebook spokesperson said the company still believes its cost-per-impression format will remain more popular.

“We strongly believe in giving marketers flexibility over how they buy video ads, and we listened to feedback which is why we’re offering the new cost-per-view option,” the spokesperson told the Journal. “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.”