Threads to Start Global Ad Rollout Next Week

Threads, the microblogging platform created by the Instagram team, will start showing ads to all users globally next week. The platform first introduced ads in the US and Japan a year ago, and the time has finally come to monetize its audience of 400 million monthly active users.

“Ads on Threads are powered by Meta’s proven AI-powered ads system, which means people can expect to see the same level of personalization in Threads ads that they’re used to on other Meta platforms like Facebook and Instagram,” the company said in the announcement. Threads currently offers multiple ad formats to advertisers, including images, videos, and carousels that appear natively in the Threads feed.

The expansion of ads on Threads to all markets will be gradual, with “ad delivery initially remaining low as we reach global user availability in the coming months,” the team said. Companies already running ads on Facebook and Instagram will be able to easily expand the reach of their ads to Threads.

Two years after its launch, Threads became the biggest and most credible alternative to Twitter/X, which remains consistently embroiled in various controversies, most of them linked to its unfiltered Grok chatbot. Threads is also the rare social app from Meta to integrate with the fediverse, allowing users to follow people on Mastodon and other fediverse servers. This is still not available for users in the European Region, however.