Facebook on Monday began rolling out ads to the ticker, the real-time menu on the right side of the homepage that displays virtually all of your friends' Facebook activity.
The ads will appear in the form of what Facebook calls "sponsored stories," or posts for which an advertiser has paid to have displayed.
Facebook confirmed the changes in a statement to CNN.
"We recently made some changes to Facebook that help surface more engaging content, whether paid or organic, to people using Facebook," Facebook spokesperson Andrew Noyes said. "With these changes, people may see a varying number of ads or Sponsored Stories alongside organic content. In testing, we've found this leads to more engagement with both paid and organic content."
While these stories are paid content, they'll appear as the activity of your friends or as Pages people have Liked. TechCrunch said this makes them less invasive than typical ads.
Facebook's Sponsored Stories were introduced earlier this year, but they only appeared in the sidebar. In August, Facebook began adding Sponsored Stories to the ticker for certain apps and games.
TechCrunch noted that Sponsored Stories are particularly attractive to advertisers because they have a 46 percent greater click through rate than typical ads, which means they could provide these companies with more revenue.
Facebook did not immediately respond to further questions about the feature.
In September, Twitter expanded its own ad service, dubbed Promoted Tweets, to inject sponsored tweets into a person's timeline even if they don't follow that brand.
Have you seen Sponsored Stories on your Newsfeed? Let us know what you think in the comments.