Facebook has just introduced Anthology, a partnership with seven media companies with the aim of creating unskippable ads.

Video is king on social media—more than 4 billion are viewed per day on Facebook alone. To capitalize on that, Facebook has just introduced Anthology, a partnership with seven media companies with the aim of creating unskippable ads.

The partner companies are heavy hitters in the world of viral video: Disney, The Onion, Vice, Vox Media, Tastemade, College Humor and Funny or Die. Together with Facebook’s own Creative Shop, they plan to work directly with brands to create quality ad content that will fit seamlessly into users’ newsfeeds. As Wired put it, “Instead of working with a third party to try to figure out how to make ads that do well on Facebook, brands can just work with Facebook.”

The move further blurs the lines between advertisers and content creators, and positions media companies as ad agencies of sorts. Facebook is not the first to enter this arena—BuzzFeed has been working with brands to create native ads and video content for a while now. But the Anthology partnership unites Facebook’s vast trove of personal data with the creative powers of media brands that Facebook users already enjoy.

This could be big news for brands, especially at a time when Facebook is poised to overtake YouTube as a video advertising platform.

Image credit: Adweek