Facebook isn't getting that much TV money, so it will just start selling TV ads

Facebook has been marginally successful in eating into TV ad budgets with its super-targeted but mostly direct-response ads. Now, the social network is taking a more straightforward approach to that market.

The social network has a plan to start selling video ads to set-top services like Roku and Apple TV through its third-party ad network. In this system, Facebook would be able to use its popular ad network to place the more traditional and lucrative ads usually seen on TV into connected devices, where people are still enjoying that lean-back, TV-like experience.

The company will begin testing the business model next week in partnership with A&E and Tubi TV.

The idea is to take advantage of one of Facebook's lesser-known income streams. Its audience network, which places ads on third-party publishers and websites, would theoretically bring the social behemoth's signature hyper-targeted brand of advertising to a new generation of TV viewers.

The move comes as younger people are increasingly forgoing cable subscriptions in favor of digital streaming options, many of which are available through devices like Roku and Apple TV.

It also comes days after Facebook reported yet another stellar quarter of ad sales but also raised the specter of declining ad sales in the future as the site reaches full saturation.

That means the company is running out of places in which to lodge ads, so it makes sense that it's looking for ways to branch out.

The TV ad plan as of now is still so premature that Facebook is only running house ads — placeholder promos for the site itself — until it's comfortable enough to start making deals with marketers.