Meta to Begin Testing Ads on Threads in the U.S. and Japan
Meta Platforms has announced plans to start testing advertisements on its social media platform, Threads, with select brands in the U.S. and Japan. The trial comes as the platform surpasses 300 million monthly active users.
Starting Friday, image-based ads will appear within the Threads home feed for a small percentage of users, placed between content posts, according to Meta’s blog post. The company will closely monitor the test before expanding ad placements more broadly. Businesses will also have the option to extend their existing Meta ad campaigns to Threads.
AI-Powered Ad Controls and Market Positioning
Meta is introducing an AI-driven inventory filter for Threads ads, allowing advertisers to control the sensitivity level of organic content their ads appear alongside.
“The introduction of Threads ads just weeks after Meta’s content moderation changes may raise concerns among advertisers. However, given the uncertainty surrounding TikTok, brands are looking for alternative platforms, and Meta is seizing the opportunity to position Threads as an option,” said Jasmine Enberg, principal analyst at Emarketer.
Earlier this month, Meta discontinued its U.S. fact-checking program on Facebook, Instagram, and Threads—three of the world’s largest social media platforms with a combined user base exceeding 3 billion.
Threads’ Growth and Meta’s AI Investments
Launched in July 2023 as a direct competitor to X (formerly Twitter), Threads aimed to attract users amid the platform’s tumultuous transition under Elon Musk’s ownership.
Despite its growth, Meta does not anticipate Threads becoming a significant revenue driver in 2025, as stated by CFO Susan Li in an October earnings call. However, the company is making significant investments in artificial intelligence, with CEO Mark Zuckerberg revealing plans to allocate up to $65 billion this year to expand Meta’s AI infrastructure. This move is part of Meta’s broader strategy to strengthen its position against AI competitors like OpenAI and Google.
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