Meta’s X competitor, Threads, announced on Friday that it is testing ads with select brands in the U.S. and Japan. Instagram head Adam Mosseri emphasized that the company plans to gather feedback before considering expanding the ad experiment to other regions.
Mosseri mentioned, “We know there will be plenty of feedback on how we should approach ads, and we want to ensure they feel as relevant and interesting as Threads posts.” He added that Meta would closely monitor the test to ensure ads align with organic content before scaling them further.
According to Meta’s blog post, the ads will be labeled “Sponsored” and will initially consist of image ads. Users will also have the option to control ad topics and report any ads they find inappropriate.
Meta highlighted that ads play an essential role in helping users discover businesses and content they love, potentially introducing them to new brands. The company also pointed out that personalized ads can enhance user experience by connecting them with brands they might not have discovered otherwise.
Threads, launched in 2023, initially focused on user growth and has since amassed over 275 million monthly active users. Meta’s growing confidence in user engagement suggests that the platform may be ready to explore monetization opportunities with ads, as previously teased by Mosseri and discovered by app researcher Alessandro Paluzzi in 2023.
