Threads has grown enough for Meta to fully integrate it into its advertising machine. On Wednesday, the company said that, with the platform now hosting 400 million monthly active users, ads are expanding globally to all users. The inevitable move follows a test in 30 countries early last year.
Ads on Threads are powered by Meta’s AI-powered advertising system. They’ll use the “same level of personalization” (i.e., tracking and profiling) as Facebook and Instagram. Image, video and carousel ad formats will all appear natively in Threads feeds.
Meta said the ad expansion will begin next week, but the full rollout will take months. “Ads on Threads expansion to all users will be gradual, with ad delivery initially remaining low as we reach global user availability in the coming months,” the company wrote in a blog post.
