Highlights
- Meta will begin a global rollout of ads on Threads next week.
- The AI-powered ad system for personalised delivery with a phased expansion over several months.
- Advertisers can integrate Threads into campaigns via Advantage+ or manual management with supported formats including image, video, 4:5 ratio, and carousel ads.
(Photo by BoliviaInteligente on Unsplash)
Meta has announced that advertisements will soon appear on Threads for users across the globe. The company confirmed that the global expansion of ads will begin next week with a phased rollout that could take several months to fully complete. Here’s more on that.
Ads on Threads
In a blog post, Meta stated, “Beginning next week, we are expanding ads on Threads to users in all markets globally. This follows the initial rollout of ads on Threads to advertisers last spring. 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.”
Meta Announces Rollout of Ads on Threads Worldwide. (Image credit – Meta)
Meta has been testing ads on the platform for some time. Around a year ago, Threads began experimenting with ads in the US and Japan, and by April last year, Meta opened the platform to advertisers worldwide.
Meta has also simplified the process for advertisers to include Threads in their campaigns. Existing advertisers can automatically place ads on Threads through Meta’s Advantage+ program or manage them manually. Supported ad formats include image and video ads, along with newer options such as the 4:5 aspect ratio format and carousel ads.
Advertisers can manage Threads campaigns alongside Facebook, Instagram, and WhatsApp ads within Meta’s Business Settings.
Additionally, Meta has extended third-party verification tools that are already available on Facebook and Instagram feeds and Reels to the Threads feed through Meta Business Partners. This allows advertisers to access independent brand safety and suitability verification on Threads, an important addition as the platform’s closest competitor continues to grapple with issues like illegal deepfakes.
About Threads User Base
Threads, which competes directly with X, has been repeatedly highlighted by Meta CEO Mark Zuckerberg as the company’s next major success story. The platform has now crossed 400 million monthly active users. Shortly after Threads launched, Zuckerberg told investors that the app had strong potential to reach 1 billion users within a few years.
Since its debut in July 2023, Threads has seen rapid growth. The platform reached 200 million users by mid-2024, climbed to 320 million users by January 2025, added another 30 million users by April last year, and has now hit its latest user milestone. Although, Threads has not yet reached the ambitious 1 billion-user mark.
Meta did not specify how frequently ads will appear in users’ Threads feeds. However, the company noted that ad delivery will initially remain “low” as the global rollout gets underway.
FAQs
Q1. When will ads start appearing on Threads globally?
Answer. Meta confirmed that ads will begin rolling out worldwide on Threads starting next week, with a phased expansion that may take several months to complete.
Q2. How can advertisers run campaigns on Threads?
Answer. Advertisers can include Threads in their campaigns automatically through Meta’s Advantage+ program or manage them manually. Supported formats include image ads, video ads, 4:5 aspect ratio, and carousel ads.
Q3. How large is Meta’s Threads’ user base now?
Answer. Threads has surpassed 400 million monthly active users since its July 2023 launch, showing rapid growth but still short of Meta’s long-term goal of reaching 1 billion users.
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