Meta tests ads on Threads with select brands in US and Japan

Meta has initiated a limited trial of advertisements on its social media platform, Threads, partnering with a select group of brands in the U.S. and Japan.

The tech giant aims to carefully monitor the performance of this pilot phase before rolling out ads more broadly, with the ultimate goal of making them as engaging as the platform's organic content.

Leveraging Meta’s established advertising systems, the familiar visual feed format will allow advertisers to seamlessly extend existing image-based ads to Threads with minimal effort, the company said on its website recently.

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As part of the early testing, image ads will appear within the Threads home feed, interspersed between posts for a small subset of users. These ads will be personalised, and Meta promises to provide users with tools to understand and manage how their information is used, offering greater control over their advertising experience.

"For example, if people see an ad they don't like, they can skip the ad, or tap the menu on the post to hide or report it," Meta explained.

In addition, Meta plans to trial its inventory filter for ads on Threads, a brand suitability control already in use across Facebook and Instagram. Available in over 30 languages and powered by AI, this feature enables advertisers to adjust the sensitivity level of organic content displayed alongside their ads.

Meta has also announced upcoming developments, including third-party verification solutions and expanded language support, which will be unveiled in the coming months.

This marks Meta's latest effort to monetise Threads, as the company explores ways to integrate advertising while maintaining the platform's appeal to users and brands alike.

Meta said that Threads has now surpassed 300 million monthly active users, with data showing that three in four users follow at least one business on the platform.

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