Meta has started integrating ads into Threads, its microblogging platform, almost two years after its launch. Users scrolling through Threads may now encounter advertisements from various brands. For now, this initiative is part of a "small test" program available only in the United States and Japan, as Meta explores expanding its advertising business.
The rollout comes after Meta announced in November that ads would arrive on Threads by early 2025. True to its timeline, the company launched the pilot program this January.
Meta Begins Pilot Ads Program on Threads
Adam Mosseri, the head of Instagram, recently announced via Threads that the platform is introducing its first iteration of ads. The initiative is part of a pilot program to evaluate the ad experience, marking a step toward establishing Threads as a mature platform capable of competing with market rivals.
According to Mosseri, the pilot program is launching on a small scale, starting in the U.S. and Japan. As reported by 9to5Mac, Meta is staying on track with its timeline, having previously announced plans to begin testing ads by early 2025. While specific details about how Threads will display ads remain unclear, Meta's history with targeted advertising on Instagram suggests that Threads may adopt a similar approach.
Does Threads' Ads Ruin the Feed and Experience?
Mosseri emphasized that Meta aims to make Threads' ads "as interesting as organic content," implying that advertisements will blend seamlessly with user-generated posts. He also invited users to share feedback on the ad placements to help improve the system.
However, some users have raised concerns about the overall experience on Threads, particularly with the prevalence of "engagement bait" posts that clutter feeds. These posts, designed to manipulate algorithms by driving excessive interactions, may detract from the seamless integration Meta envisions for its ads.
Meta's Latest Updates to Threads
As Threads nears its second anniversary, Meta has been introducing features to enhance the platform's appeal. While Meta has faced challenges, such as the prevalence of spam and "engagement bait" posts, the company has promised to address these issues.
Recent updates have focused on transforming Threads into a more business- and creator-friendly platform. New tools include content analytics, which provide insights into engagement and performance, and a drafts feature for managing multiple posts.
One of Meta's most notable changes has been its decision to move away from third-party content moderation services in favor of an in-house system inspired by X's Community Notes. This shift has drawn mixed reactions, and the addition of ads marks another significant milestone in Threads' evolution. Currently, the pilot ads program is live in the U.S. and Japan, allowing Meta to gather insights and refine its approach as it expands its advertising efforts.
