Meta is officially rolling out ads in Threads to advertisers globally. 

Meta is leaning into its larger monetization plan for Threads, which it launched in July 2023 to rival X. At the time, Meta made it clear that monetization would come only when Threads reached one billion users. While the app is still far from that milestone, with 320 million monthly active users, it’s now considered large enough to start generating ad revenue.

Ads on Threads will show up in the Threads feed

Ads on Threads will be displayed as image-based placements between posts on the home feed. Users scrolling through Threads will see ads placed with other content, similar to how ads appear on Instagram or Facebook.

Advertisers running campaigns through Meta’s ad platform don’t need to create special creatives for Threads. Threads feed ads will be included by default in new campaigns using Advantage+ placements or Manual Placements in Meta’s Ads Manager. Advertisers can also manually opt out of Threads placements if they prefer to exclude them.

There’s also a Threads-specific inventory filter that gives advertisers more control over where their ads appear.

What advertisers should know about Threads' early ad testing

In September 2024, Some advertisers spotted “Threads” as a placement label on the app. However, Meta said at that time it wasn’t testing ads yet and had “no immediate timeline for monetization.” In November, reports confirmed Meta’s plans to start testing Threads ads by early 2025. Following those reports, Meta began testing Threads ads in January 2025 to a limited group of advertisers in the U.S. and Japan. 

Advertisers now have reach across Threads' 320 million active users, but actual ad performance, engagement, and ROI on the platform are still unknown. Threads offers a new surface for brands looking to experiment with ad placements beyond Instagram, Facebook, and X.

Meta has not disclosed when Threads ads will expand beyond image placements or when additional ad formats like video or carousels might become available. For now, it's image ads only, with rollouts starting in select markets before expanding further.

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