Summary

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Meta has announced the integration of advertising on Threads, marking a key milestone in its monetization strategy. Here are the essential points:

- Meta will deploy ads on Threads globally starting next week, after a year of testing.

- Threads has more than 400 million monthly active users, surpassing Elon Musk’s network.

- Ads will use Meta’s AI-powered advertising system, offering personalization similar to Facebook and Instagram.

- Advertisers benefit from simplified campaign management and new ad formats on Threads.

- Meta is strengthening third-party verification to ensure brand safety on Threads.

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More than 400 million Threads users will now start seeing ads in their feeds.

Two years after its launch, Threads is reaching a new milestone in its monetization strategy. Meta has announced the global rollout of advertising on its microblogging platform, which now has over 400 million monthly active users. On mobile, Meta’s network has even surpassed Elon Musk’s platform in terms of daily active users.

After a testing phase launched a year ago in the United States and Japan, and later extended to all advertisers last spring, the platform is now opening its advertising spaces to all users.

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Starting next week, January 26, 2025, Meta will begin the gradual global rollout of ads on Threads. This expansion may take several months to complete and relies on Meta’s AI-powered advertising system, already proven on Facebook and Instagram.

Users will experience the same level of ad personalization as on other Meta platforms, with ad formats natively integrated into their feeds.

Meta has indicated that ad frequency will initially remain low during the ramp-up phase. This gradual approach aims to preserve the user experience on a platform that Mark Zuckerberg regularly describes as the company’s next major success.

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What’s Changing for Advertisers

Advertisers now have simplified campaign management on Threads, directly integrated into Business Settings alongside Facebook, Instagram, and WhatsApp. This centralization makes it easier to manage cross-platform campaigns and automatically extend existing campaigns to Threads, either through the Advantage+ program or manually.

Available ad formats include:

- Images

- Videos

- Carousels

Recent additions include:

- The 4:5 aspect ratio

- Advantage+ catalog ads

- App ads

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Meta is also strengthening safeguards for advertisers by expanding third-party verification through independent partners, already available on Facebook and Instagram. This feature is essential for ensuring brand suitability and safety.

This move addresses a key concern as X, Threads’ main competitor, faces a wave of illegal deepfakes. It represents a strategic differentiation for Meta, which is positioning Threads as a safe and predictable environment to capture advertising budgets from brands.