Dive Brief: 

• Auto-play video ads rolled out a test group on social site Tumblr Tuesday. 
• The video ads are meant to set Tumblr on track to reach $100 million in revenue by 2015 — a goal CEO Marissa Mayer revealed last week. 
• Eleven brands will run video ads in the test phase before a open launch in November and include The CW, Axe, Universal Pictures, and JCPenney. 

Dive Insight: 

If Facebook's one billion video views, largely in part to auto-play feature, is an indication of success than Tumblr could be on the right path. Since Yahoo's $1.1 billion acquisition of the social blogging site, Tumblr has struggled to prove its worth and get advertisers on board. Though given how Tumblr users reacted to the Yahoo acquisition, there will likely be an uproar over auto-play ads—at least in the beginning.