Meta’s Threads opens up ads to global advertisers

Meta’s rapidly growing social platform Threads is taking a major step in its global monetization strategy by opening advertising opportunities to marketers worldwide. Following successful tests in key markets earlier this year, the Instagram-connected platform now offers ad placements to all eligible businesses through Meta’s advertising systems.

Brands can now tap into Threads’ substantial user base of over 320 million active monthly users through both automated Advantage+ campaigns and manually configured ad placements. The platform maintains user experience quality through content sensitivity filters that let advertisers control adjacency to certain types of posts, though actual ad availability will vary by region at launch.

Strategic advantages position Threads as strong competition to rival platforms. The service benefits from Meta’s extensive social graph integration, with three-quarters of users already following branded accounts. Threads continues expanding its feature set by adopting successful elements from decentralized platforms like Mastodon and Bluesky, including experimental fediverse integration and customizable feed options.

Future developments could significantly impact Threads’ trajectory, including potential regulatory changes from ongoing antitrust proceedings and the planned ActivityPub protocol integration. As Threads evolves into a potential fediverse leader, marketers gain access to sophisticated targeting capabilities while users navigate the balance between curated content and algorithmic personalization.