Tommy Hilfiger

Following a sprinkling of ads from brands in other categories, Macy's is the first retailer to roll out Facebook's auto-play video ads within mobile news feeds, Adweek has learned. A rep for the department store giant claimed there were two other merchant brands testing the platform, but didn't disclose names. Macy's ads, which are marked as sponsored, ran on Friday within Facebook's iPhone app at the top of the news feed. They automatically began playing as users scrolled down the screen.