David J. Phillip/Associated Press

Facebook has retracted its bid to host live streams of NFL games this upcoming season, according to a Bloomberg report. That’s less than a month after the company confirmed it was attempting to partner with the league on a deal to stream the Thursday Night Football package.

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Bloomberg’s source told the outlet Facebook balked at the NFL’s advertising requirements—Facebook prefers its streams to be ad-free—and an apparent tie-in to stream the early-morning London regular season games. Yahoo! had previously paid $17m for the right to broadcast last season’s 9:30 a.m. ET game. The NFL plans on live-streaming all three 2016 London games, but it won’t be with Facebook.

[Bloomberg]