Meta expands Marketing API to support ads in Threads feed with Reach Traffic Conversions

Meta Ads is expanding Marketing API support on May 19, 2025, to include ads in Threads, allowing advertisers to extend existing campaigns to the Threads community. The new “Threads feed” ad placement enables advertisers to use existing ad image assets without needing bespoke creative or extra resources. Ads will appear between organic content in the Threads home feed, supporting objectives such as Reach, Traffic, and Website Conversions.

Ad Placement and Standards

Ads in Threads feed are integrated with Meta’s brand safety and suitability standards, including Community Standards and Monetization Policies. Advertisers can control the sensitivity level of organic content adjacent to their ads using inventory filters. The volume of ads in Threads will be kept intentionally low during the testing phase, which may result in lower delivery and will be reflected in placement breakdown reporting.

Requirements Before Advertising

To run ads on Threads, advertisers must have a Threads profile. The app user must grant permission to read an Instagram-connected Threads account profile’s info and media by obtaining the threads_business_basic permission and completing the required App review. Additional permissions required include:

• instagram_basic
• threads_business_basic
• pages_read_engagement

If the app user has a Business Manager role connected to the Instagram professional account, the app also needs either:

• ads_management
• ads_read

Creating Ads in Threads

Threads feed is a new placement under the “Feeds” grouping. Standalone Threads feed campaigns are not supported; Instagram feed must be selected alongside Threads feed. Ad creation follows the Facebook and Instagram ad flow, with available objectives being Reach, Traffic, and Website Conversions.

Supported ad formats include single image ads with aspect ratios from 16:9 to 9:16, with tall ratios masked to 1:1 by center cropping. Placement Asset Customization (PAC) is not supported currently.

Insights and Moderation

Advertisers can track Threads ad performance using the Insights API with breakdowns by publisher platform and platform position to separate stats for Facebook, Instagram, and Threads. Third-party comment moderation is not supported for Threads ads; however, app users can reply to or hide individual replies directly within the Threads app.

This expansion enables advertisers to leverage Threads for broader reach while maintaining control over brand safety and ad placement quality.