Meta announced Wednesday global expansion of ads on Threads, commencing next week, with full rollout completion anticipated over several months.
Meta CEO Mark Zuckerberg has indicated Threads, a rival to X, has reached over 400 million monthly active users. Zuckerberg previously stated the app had a strong prospect of achieving 1 billion users within a few years.
Threads launched in July 2023, reaching 200 million users by mid-2024, 320 million by January 2025, and an additional 30 million by last April, before attaining its current user count.
Ad testing on Threads began a year ago in the U.S. and Japan. The platform subsequently became available to global advertisers in April of last year.
Meta facilitates ad placement on Threads through its Advantage+ program and manual campaign options. Supported ad formats include image and video, specifically the 4:5 aspect ratio and carousel ads. Advertisers can manage Threads ads alongside those for Facebook, Instagram, and WhatsApp within their Business Settings.
Third-party verification, previously available on Facebook and Instagram feeds and Reels, has been extended to the Threads feed via Meta Business Partners. This provides advertisers with independent brand safety and suitability verification for Threads content.
The company did not specify ad frequency for users but indicated initial ad delivery would remain “low” during global scaling.
