Meta continues to strengthen its app ecosystem with an update to its monetization strategy: the global expansion of ads on Threads. Through an official announcement by Adam Mosseri, Head of Instagram, the company confirmed that all eligible advertisers can now access the Threads feed, with new features like inventory filtering and optimized default settings.
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What changes did Meta announce about ads on Threads?
Adam Mosseri announced the global expansion of ads on Threads, emphasizing the company’s commitment to offering personalized experiences to users and visibility opportunities to advertisers. “People come to Meta’s apps for a personalized experience that helps them discover businesses and content, and ads are a crucial part of making this possible,” explained Mosseri.
This announcement includes two key updates:
- Global availability: All eligible advertisers can now use the Threads feed to display ads.
- Access to inventory filter: Advertisers can now use inventory filters in Threads, offering greater control over what content appears alongside their ads.
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Where will the new ads on Threads appear?
Ads will be placed within the Threads feed, a central section in the user experience. This placement will be enabled by default for new campaigns using Advantage+ or “Manual Placements” within Meta’s advertising ecosystem.
The new placement, the Threads feed, will be automatically enabled for new campaigns that use Advantage+ or Manual Placements. Advertisers have the option to exclude the Threads feed via Manual Placements.
The rollout of ads on Threads will be gradual. While it is now available to eligible advertisers, “These ads will be available in selected markets at launch and will roll out to more territories as we continue to test and learn,” the company states.
With this approach, Meta is betting on a controlled rollout, adjusting performance according to user behavior and advertiser results across different regions.
What do early advertisers think about ads on Threads?
Key companies in the marketing and advertising world have expressed enthusiasm about the ad expansion on Threads, seeing it as an opportunity to innovate and better connect with their audiences.
GroupM, one of the world’s leading media agencies, participated in the initial tests. Its COO, Jim Kensicki, stated:
“GroupM is committed to supporting innovation in the digital advertising ecosystem by participating in the early testing of Threads. Early insights on audience interactions with emerging platforms like Threads allow us to anticipate and adapt to the changing media landscape and ultimately better manage our clients’ media investments.”
Wendy’s, a brand widely recognized for its creative digital strategy, also shared its excitement:
“Wendy’s is known for showing up authentically where our consumers are spending their time. We’ve been active on Threads since day one and believe it’s a space to build community and bring our brand personality to life. We are thrilled to partner with Meta for the launch of Ads on Threads and excited about the opportunity to scale our messaging in a new way,” said Russ Mischner, VP of Integrated Marketing at Wendy’s.
Threads facts and figures
Threads, the social media app launched by Meta in July 2023, has experienced significant growth. As of February 2025, 28.75% of Threads users were aged 25 to 34, followed by 20.36% aged 18 to 24. The platform reached 150 million downloads in just six days, making it the fastest mobile app to achieve this milestone.
In terms of gender distribution, in February 2025, 57.85% of Threads users were male, while 42.15% were female. The app has shown steady growth in monthly active users, reaching approximately 275 million in Q4 of 2024.
Meta, the parent company of Threads, has also seen growth. By the end of 2024, Meta had around 74,000 employees and reported an EBIT (earnings before interest and taxes) of approximately $70.66 billion in 2024 — a new record for the company.
Source: Statista
