- Meta now allows all eligible global advertisers to run ads on Threads, marking a significant step in monetizing the platform.
- Advertisers can now use inventory filters to control where their ads appear, ensuring brand safety and better-targeted ad placements.
- Threads has over 320 million monthly active users, presenting a valuable opportunity for brands to engage with a large and diverse audience.
Meta has officially expanded its Threads ad offering to all eligible advertisers globally, making it easier for brands to reach the app’s growing user base. This marks a significant milestone for the platform, which began testing ads earlier this year with select U.S. and Japanese brands.
The move reflects Meta’s continued push to turn Threads into a viable revenue-generating tool, positioning it as a serious competitor in the social media ad space.
Threads, Meta’s answer to Twitter, launched in July 2023, quickly gaining millions of users but had yet to introduce ads on the platform. Meta began testing ads on Threads in January 2025, initially limiting the feature to a small group of U.S. and Japanese advertisers. This controlled rollout gave Meta valuable insights into how ads performed on the platform and provided early feedback from advertisers.
View on Threads
Now, the test phase is over, and Meta has opened up the Threads ad placement to all eligible advertisers worldwide, marking the next phase in monetizing the platform. The announcement was made just months after the app’s initial launch, signaling Meta’s confidence in Threads as an advertising platform and a crucial part of its ecosystem.
Key Features of Threads Ads
One of the primary changes with this expansion is the introduction of Threads Feed ads. These ads will appear by default for new campaigns and provide advertisers a prominent spot within users’ feeds. Meta’s approach ensures that advertisers can integrate their content within the natural flow of users' experiences on the app.
Source: Meta
In addition to the Threads Feed placement, Meta has included inventory filters for ad placements, allowing advertisers to control the context in which their ads appear. This means businesses can select from three inventory levels:
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Expanded Inventory: Ads will appear next to content that complies with Meta’s Content Monetization Policies.
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Moderate Inventory: This option excludes more sensitive content but may decrease reach and increase costs.
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Limited Inventory: A more restrictive placement that avoids sensitive and live content, offering even more control over where ads appear.
By offering these inventory control options, Meta aims to ensure that brands feel confident about where their ads will appear, ultimately boosting the platform's ad appeal for businesses.
Enhanced Control for Advertisers
The addition of the inventory filter provides advertisers with greater control over their ad placements, a key consideration for brands looking to protect their reputation. By adjusting inventory levels, advertisers can tailor their approach to align with their desired audience and level of risk tolerance.
This feature allows brands to avoid showing ads near content that could be considered inappropriate or controversial, giving them peace of mind when managing their campaigns. However, these features come with trade-offs, as using stricter inventory filters may limit the reach of ads and increase costs.
Meta’s focus on brand safety and ad transparency is an effort to make the platform more appealing to advertisers who want to engage with users while mitigating potential risks.
The Broader Implications of Ads on Threads
The introduction of ads on Threads will likely shift the user experience on the platform. While some users may welcome the change, others could find the increased presence of ads detracts from the app’s original charm as a space for organic conversation.
For advertisers, this expansion is a golden opportunity to tap into the app’s growing user base, especially given that Threads now boasts more than 320 million monthly active users. With the added ability to target content based on specific interests and behaviors, Threads presents a unique opportunity for brands to deepen their connections with users who are already engaged with the platform.
However, the challenge for Meta will be balancing ad revenue growth with maintaining a positive user experience. Threads will need to ensure that ads don’t overwhelm the feed, while still providing advertisers with the reach and targeting they expect.
Looking Ahead: What’s Next for Threads and Advertisers
As Meta continues to refine and expand its ad offerings on Threads, the company is likely to roll out more features that give advertisers even greater control over their campaigns. One potential area for growth is the ability to add conversational ad targeting, which could provide more opportunities for brands to engage with users in an authentic and organic way.
Additionally, with plans to scale the platform further and increase the number of available markets, Threads could soon become an even more integral part of Meta’s advertising ecosystem. As the platform matures, advertisers will be able to tap into even more tools and insights to optimize their campaigns.
Meta’s decision to roll out ads on Threads this early suggests a focus on monetizing the platform in the near term, with longer-term growth anticipated as the app’s user base continues to expand.
