Starting today, Meta is launching a limited early test of ads in Threads, targeting a small group of advertisers to enhance brand discovery. This initiative leverages Meta's established ad systems, allowing advertisers to extend existing image ads to Threads easily. The ads will adhere to Meta’s brand safety and suitability standards, ensuring advertisers can trust the placement of their ads while providing consumer controls over the ads they encounter.
Threads, Meta's rapidly growing social app, now boasts over 300 million monthly active users, with 75% of users following at least one business. The initial testing phase will feature image ads appearing between content in the Threads home feed for a select audience. Advertisers can integrate these ads into their campaigns without additional creative resources by simply selecting an option in Ads Manager.
The goal is to help users discover businesses they love through personalized ad experiences. Meta will closely monitor the test to ensure a balanced content mix before a broader rollout. Feedback mechanisms, such as surveys, will gauge user engagement with ads, allowing for tailored ad relevance.
Brand safety remains a priority, with the introduction of an inventory filter for ads in Threads. This AI-enabled tool allows advertisers to manage the sensitivity of the content adjacent to their ads. Meta's Monetization Policies will also apply to Threads, ensuring that ads do not appear next to content violating Community Standards. Further updates on verification solutions and language support are expected in the coming months.
