Meta Introduces First Ads on Threads to 300 Million Users in U.S. and Japan

Jan 24, 2025, 05:12 PM

Meta Platforms Inc. has initiated a limited test of advertising on its Threads platform, targeting users in the United States and Japan. This move marks the first introduction of ads to the micro-blogging service, which has been ad-free since its launch in 2023. The test involves a small number of brands and aims to integrate ads that are as engaging as organic content, according to Instagram head Adam Mosseri. The ads will appear as image posts within the home feed of a select group of users. Meta's goal is to gather feedback and monitor the test's impact before expanding the advertising feature more broadly. This development follows Threads' growth to over 300 million monthly active users, signaling Meta's intent to monetize the platform as it continues to compete with other social media networks like X.