Meta has announced it will begin testing advertisements on its social media platform Threads, marking a new chapter for the Twitter/X competitor launched in summer 2023.
The initial testing phase will include image-based ads appearing between posts in users' home feeds, starting with a select group of brands in the United States and Japan. Instagram head Adam Mosseri confirmed the development, emphasizing that the company aims to make ads feel relevant and blend naturally with organic content.
To personalize ad content, Meta will utilize data from users' activities on both Threads and Instagram, along with email information and off-platform behavior. Users will maintain some control over their ad experience through options to skip, hide, or report advertisements they don't wish to see.
The move comes as Threads continues to grow, having accumulated over 300 million monthly active users since its launch. While the platform initially attracted users seeking an alternative to Twitter/X, this advertising rollout signals Meta's commitment to monetizing the service.
For advertisers, the integration appears straightforward - they can extend existing Meta campaigns to Threads by selecting it as an additional placement in Meta Ads Manager. However, during the testing phase, ad visibility will remain limited to the initial trial participants.
The announcement has sparked mixed reactions from users, with some expressing disappointment about the introduction of ads to what was previously an ad-free experience. Industry observers note this development may lead some users to explore alternative platforms like Bluesky.
Meta plans to closely monitor user response and engagement during this testing period before deciding on a broader rollout of advertising across the platform.