Threads Launches Global Ads for All Users
▼ Summary
– Meta is expanding ads on Threads to all users globally, with a gradual rollout starting next week that may take months to complete.
– The Threads app has grown rapidly to over 400 million monthly active users, with CEO Mark Zuckerberg predicting it could reach 1 billion users.
– The platform has been testing ads for a year, initially in the U.S. and Japan, and has now opened up to global advertisers.
– Advertisers can easily run ads on Threads using existing Meta tools, with supported formats including images, videos, and carousels, managed alongside other Meta apps.
– Meta has introduced third-party brand safety verification for Threads ads, and ad frequency will initially remain low as the feature scales globally.
Meta is now rolling out advertising on its Threads platform to users around the world, a significant step in monetizing the fast-growing text-based social network. This global expansion begins next week and will be implemented gradually, with the company estimating the full rollout could take several months to complete. This move follows a period of testing and comes as Threads continues to build its user base at a remarkable pace.
CEO Mark Zuckerberg has consistently highlighted Threads as a major success for the company, often positioning it as a key rival to other platforms. He previously told investors the app had a realistic path to attracting one billion users within a few years. While that specific milestone hasn’t been reached yet, the growth trajectory is impressive. Since its launch in July 2023, the app’s monthly active users have climbed from 200 million in mid-2024 to 320 million by January 2025, and it has now surpassed 400 million monthly active users.
The groundwork for this advertising expansion has been laid over the past year. Threads initially tested ads in markets like the United States and Japan before opening the platform to global advertisers last April. To streamline the process for businesses, Meta has integrated Threads into its existing advertising infrastructure. Advertisers can now easily extend their campaigns to Threads through both automated tools like the Advantage+ program and manual campaign setups.
Supported ad formats include standard images and videos, with newer options like the 4:5 aspect ratio and carousel ads also available. A significant convenience for marketers is the unified management dashboard; advertisers can oversee their Threads campaigns alongside those for Facebook, Instagram, and WhatsApp within a single Business Settings interface. This integration greatly simplifies cross-platform advertising efforts.
In a move aimed at building advertiser trust, Meta has also extended its third-party verification program to the Threads feed. This service, provided through Meta Business Partners, offers independent assessments of brand safety and content suitability. This verification feature provides a layer of confidence for brands, which may be particularly appealing given the ongoing challenges with problematic content on some competing social media platforms. The company has stated that ad frequency will start at a low level as the system scales globally, though it did not specify exact numbers for how often users will encounter ads in their feeds.
(Source: TechCrunch)
