Meta Expands Threads Ads to All Advertisers Globally
Meta has officially rolled out advertising on Threads to all eligible advertisers worldwide, following successful tests with select brands like Wendy’s earlier this year. The move marks a strategic expansion of the platform’s monetization efforts, despite initial promises to delay ads until reaching 1 billion users.
Global Rollout with Controls
Originally limited to U.S. and Japanese brands during January’s beta phase, Threads ads will now appear in feeds across select markets, with gradual expansion planned. Meta emphasizes ad relevance, stating: “Ads help users discover businesses and content they love.” Advertisers gain access to inventory filters with three placement tiers:
Expanded: Maximum reach (content adhering to monetization policies)
Moderate: Excludes highly sensitive content (higher costs)
Limited: Further restricts sensitive/live content (highest costs)
User and Competitive Impact
While Meta anticipates criticism over increased ad loads, data suggests minimal user migration to alternatives like Bluesky—whose growth plateaued after a late-2023 surge. Analysts note Meta’s phased ad implementation mirrors historical patterns, allowing gradual user acclimatization.
Marketer Considerations
Performance will hinge on audience alignment, as Threads currently lacks advanced targeting. Meta confirms ads are enabled by default in Advantage+ and Manual campaigns, though opt-outs remain available. Industry observers highlight this as inevitable, citing Meta’s infrastructure costs: “AI servers demand funding,” one remarked wryly.
The expansion underscores Meta’s confidence in Threads’ 32% progress toward its billion-user goal, positioning it as a growing—if experimental—channel for social advertisers.
Related topics:
- 2025 South African Social Media Survey Opens
- Oscar Mayer’s Wienermobiles plan race ahead of Indy 500
- Uno Plays into Game Night Trend with Themed Social Clubs
