Meta begins advertising test program on Threads app

Meta initiated advertising tests on its Threads platform on January 24, 2025, just two days ago. According to Meta's official announcement, the platform has accumulated more than 300 million monthly active users, with three out of four users following at least one business account.

The initial testing phase involves a limited number of advertisers who can extend their existing Meta advertising campaigns to Threads. Meta's approach focuses on image-based advertisements that will appear intermittently between posts in users' home feeds. The integration allows advertisers to participate by selecting an option in the Ads Manager interface.

Meta's internal data, released in the announcement, indicates significant business engagement on the platform. The company disclosed that 75% of Threads users actively follow at least one business account, suggesting an established commercial presence before the introduction of advertising.

The technical implementation leverages Meta's existing advertising infrastructure. Advertisers participating in the early testing phase can utilize the platform's inventory filter, an artificial intelligence-powered tool currently available for Facebook and Instagram Feed and Reels in more than 30 languages. According to Meta's documentation, this system enables advertisers to control the sensitivity level of organic content appearing adjacent to their advertisements.

Brand safety measures incorporate Meta's established Monetization Policies, which determine content eligibility for advertisement placement. These policies explicitly prohibit the placement of advertisements next to content that violates Community Standards. Meta announced plans to expand third-party verification solutions and language support in upcoming months.

The testing program includes user controls for advertisement interaction. Users encountering advertisements can choose to skip them or access a menu to hide or report specific advertisements. Meta stated it would monitor user feedback and engagement metrics to guide the expansion of the advertising program.

Meta's brand safety tools extend beyond content filtering. The company confirmed the implementation of existing brand safety protocols, including artificial intelligence-powered inventory filters that assist advertisers in controlling the context of their advertisement placement.

The announcement coincides with broader developments at Meta. According to a LinkedIn post by Brody K., a Client Partner at Meta, the company announced a $60-65 billion investment in artificial intelligence physical infrastructure for 2025. This investment aims to enhance advertising decision-making capabilities and generative artificial intelligence for advertisement creation.

Technical integration requirements remain minimal for participating advertisers. The system allows businesses to extend existing Meta advertising campaigns to Threads without creating new creative assets or dedicating additional resources. This streamlined approach utilizes the same advertising infrastructure that supports Meta's other platforms.

Meta's monetization strategy for Threads marks a significant shift from its initial focus on user engagement. The platform, which launched without advertising capabilities, now enters a new phase of development as it begins to generate revenue from its growing user base.

The introduction of advertising on Threads occurs as Meta continues to expand its advertising capabilities across its family of applications. The company emphasizes the importance of maintaining user experience while introducing commercial elements to the platform.

Meta's announcement indicates that the company will gradually expand the advertising program based on performance metrics and user feedback during the initial testing phase. The company has not disclosed specific timelines for broader rollout or additional advertising format introductions.