Yes, you read the title properly. Facebook is working in a new Ad Format with Augmented Reality. No more words, see the picture below:
This new AR Ad format will be available for News Feed Placement. There is still no release date, but some brands has already tested the new feature. Michael Kors and Sephora among others.
Go to https://techcrunch.com/2018/07/10/facebook-ar-ads/ for more detailed information.