Meta rolls out ads to Threads globally today

Meta has announced the global expansion of its advertising platform to Threads today, giving businesses worldwide access to its rapidly growing social network. The move comes exactly three months after initial testing began in January.

According to Meta, the full launch of ads in Threads represents a significant expansion of the platform's monetization strategy, offering advertisers access to a platform that has grown to over 300 million monthly active users. Meta made the announcement in an update to their original January press release, confirming that the previously limited test is now being made available to "all eligible advertisers globally."

The timing of this expansion is notable as it comes precisely 90 days after Meta's initial announcement of a "limited, early test" on January 24, 2025. This three-month testing period appears to have provided Meta with sufficient data to proceed with a full rollout.

The expanded advertising program introduces several key features, including access to inventory filter—a tool that Meta describes as a "brand suitability control" already available for Facebook and Instagram. This feature employs artificial intelligence to allow advertisers to control the sensitivity level of organic content that appears alongside their ads.

Meta's announcement emphasizes multiple times that the new Threads feed placement will be activated by default for new campaigns using either Advantage+ or Manual Placements. Advertisers who wish to exclude their ads from appearing on Threads will need to manually opt out via the Manual Placements option.

For marketers, this development represents a significant opportunity to reach new audiences. Meta has revealed that three out of four Threads users follow at least one business on the platform, suggesting strong potential for brand engagement. This statistic highlights the business-oriented nature of a substantial portion of Threads' user activity.

The company has carefully positioned its advertising approach as focused on helping "people deepen connections with businesses they love" rather than simply monetizing user attention. This framing aligns with Meta's broader strategy of emphasizing user experience while expanding revenue sources.

Meta's approach to advertising on Threads appears methodical, with the company stating it would "monitor this small test closely" before broader implementation. This measured approach suggests Meta has been cautious about maintaining user experience while introducing monetization features.

The technical implementation for advertisers appears straightforward. Meta states that businesses can "extend existing Meta ad campaigns to Threads—without the need for bespoke creative or additional resourcing—by simply checking a box in Ads Manager." This integration with existing ad systems lowers the barrier to entry for advertisers already using Meta's other platforms.

During the initial testing phase that began in January, ads in Threads appeared as image ads between content in users' home feeds, targeting "a small percentage of people" in select regions. The announcement does not specify whether this format restriction will continue with the global rollout.

Meta has emphasized that ads are "an essential part of enabling" the personalized experience users seek on its platforms. The company states that its advertising strategy focuses on "where people are spending time engaging with content" to ensure relevance.

User controls feature prominently in the announcement, with Meta explaining that Threads users will have options to "skip the ad, or tap the menu on the post to hide or report it" if they encounter ads they dislike. The company has also indicated that users will have access to controls that help them understand how their information is used for advertising purposes.

For advertisers concerned about brand safety, Meta has confirmed that its Monetization Policies will apply to Threads. These policies establish guidelines for the types of content that can appear alongside ads. Content that violates Meta's Community Standards is automatically disqualified from ad adjacency.

The company has also announced plans to expand third-party verification solutions and support for additional languages "in the coming months," suggesting ongoing development of the advertising platform.

The global expansion of ads on Threads represents a significant development in Meta's monetization strategy for the platform, which has seen rapid growth since its launch. For marketing professionals, this expansion offers new opportunities to reach engaged audiences while leveraging existing Meta advertising infrastructure.

Meta's cautious approach to implementing advertising on Threads reflects awareness of potential user concerns about ad density and relevance. By emphasizing personalization and user controls, the company appears to be attempting to balance revenue generation with user experience considerations.

Industry analysts have long anticipated this move as part of Meta's broader strategy to monetize its newer platforms. The implementation approach—making Threads placements default for new campaigns—suggests confidence in the platform's advertising potential.

The announcement notes that the rollout will be phased, with ads "delivered in select markets at launch" before expanding to "additional markets as we continue to test and learn." This gradual approach allows Meta to monitor performance and make adjustments before full implementation.

Meta's emphasis on extending existing campaigns to Threads, rather than requiring new creative assets, indicates an effort to reduce friction for advertisers. This approach may accelerate adoption among businesses already advertising on Facebook or Instagram.

For users, the introduction of ads represents a predictable evolution of the platform. Meta's focus on providing controls for ad experiences suggests awareness of potential user concerns about increased commercial content.

The company's reference to three out of four Threads users following at least one business highlights the platform's potential for organic brand engagement. This statistic may indicate that Threads users are already receptive to business content, potentially reducing resistance to paid advertising.

The introduction of inventory filter for Threads ads demonstrates Meta's recognition of brand safety concerns. This AI-enabled tool, which allows advertisers to control the sensitivity of adjacent content, addresses a critical concern for brands operating in the social media environment.

Meta's announcement emphasizes that its brand safety commitments "extend to Threads," signaling to advertisers that the newer platform will maintain the same standards applied to more established Meta properties.

The global expansion comes at a time when businesses are increasingly seeking diverse advertising channels. With concerns about platform concentration and changing user demographics across social media, Threads represents a potentially valuable addition to marketing strategies.

For marketing professionals evaluating this new opportunity, the key considerations include audience composition, engagement patterns, and performance metrics. Meta has not provided detailed information about these factors in its announcement, suggesting that advertisers will need to conduct their own testing to determine effectiveness.

The announcement's timing—coming exactly three months after the initial test began—suggests a predetermined evaluation period. This methodical approach aligns with Meta's stated commitment to finding "the right balance of content people see on Threads."

The expansion of ads to Threads follows Meta's broader pattern of introducing monetization features across its family of apps. This strategic approach has enabled the company to diversify revenue sources while maintaining user growth across multiple platforms.

Meta's emphasis on personalization throughout the announcement reflects the company's core advertising proposition. By focusing on relevance and discovery, Meta positions its advertising as beneficial rather than intrusive to users.

The announcement references surveys as part of Meta's method for understanding "what ads people enjoy" and delivering relevant content. This data-driven approach to optimization suggests ongoing refinement of the advertising experience.

For businesses already active on Threads with organic content, the introduction of paid advertising options provides new opportunities to amplify their presence. The ability to transition smoothly from organic to paid strategies may be particularly valuable for brands that have already built a following on the platform.

Timeline of Meta's Threads Advertising Rollout

• January 24, 2025: Meta announces "limited, early test of ads in Threads with a small number of advertisers" in select regions
• January-April 2025: Testing period with limited advertisers and users
• April 23, 2025: Global expansion announced, making Threads ads available to "all eligible advertisers globally"
• April 23, 2025 onward: Phased rollout to "select markets" with plans to expand to "additional markets"
• Coming months: Planned introduction of "third-party verification solutions" and "support for more languages"