Meta has announced that ads on Threads will begin appearing for all users globally starting next week. This marks the next phase of Threads monetization, shifting from advertiser access to actual ad delivery.

In a LinkedIn post, Nicola Mendelsohn, Head of Meta’s Global Business Group, confirmed the update. She highlighted that Meta has developed Threads ad formats, controls, and brand-safety features to allow businesses to appear in conversations.

Last year, Meta made Threads placements available to all advertisers inside Meta Ads Manager. At that stage, advertisers could choose Threads as a placement, but ads were only shown to users in select markets.

Now, ads will start showing across the platform regardless of location. This means Threads is moving closer to how advertising works on Facebook and Instagram, where ads are a standard part of the feed experience.

How ads will appear inside the Threads feed

According to Meta, ads on Threads will appear directly in users’ feeds as they scroll, similar to how ads surface on Instagram. The company claims ads will look like regular Threads posts rather than appearing as separate units. Each ad is labeled as “sponsored,” but uses the same layout and engagement options as organic content.

In Meta’s example, ads show up in familiar formats that advertisers already use across Meta platforms. These include single-image ads, video ads, carousel ads, Advantage+ catalog ads for products, and app ads. All of these formats appear natively within the feed, using the standard Threads post structure.

What advertisers can control through Meta Ads Manager

Threads ad placements are managed through Meta Ads Manager, where advertisers already run campaigns for Facebook and Instagram. Any advertiser can include Threads as a placement in Advantage+ campaigns or manual campaigns. With this rollout, those placements now translate into real delivery to users worldwide.

Meta says ads on Threads are powered by its existing AI-driven ads system. This is the same system used across Facebook and Instagram, which the company claims delivers personalized ads based on user signals.

Gradual rollout and controlled ad delivery

Meta says the expansion of ads to all Threads users will be gradual. Ad delivery will remain low at first as the company rolls out global availability over the coming months. This suggests users may not immediately see frequent ads in their feeds, even though the feature is technically live.

New formats, account management, and brand safety updates

Alongside the global user rollout, Meta outlined several updates tied to Threads advertising. Ads on Threads now support a 4:5 aspect ratio, carousel ads, Advantage+ catalog ads, and app ads. These formats align Threads more closely with Instagram and Facebook feed ads.

Meta has also updated account management for businesses. Threads accounts can now be reviewed and managed within Business Settings alongside Facebook, Instagram, and WhatsApp. This allows advertisers to run ads from Ads Manager or cross-post organic content through Meta Business Suite using the same business portfolio.

The company has also expanded third-party brand safety and suitability verification to the Threads feed. This verification is already available on Facebook and Instagram feeds and Reels and is now accessible on Threads through Meta Business Partners. The company says this gives advertisers independent verification over where their ads appear.

Why Threads is becoming part of Meta’s ad strategy

Threads has grown to more than 400 million monthly active users. Separate data from Similarweb shows that Threads continues to surpass X in daily mobile usage globally. That growth helps explain why Meta is moving to fully activate ads across the user base, turning Threads into another channel within its broader advertising ecosystem.

Threads now provides Meta with additional inventory to test and distribute ads across platforms.

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