Meta's Threads platform has reached a scale that prompts the company to incorporate advertising features across its network. In an announcement made on Wednesday, Meta revealed that the service, which now boasts 400 million monthly active users, will introduce ads to every user worldwide. This step builds on a pilot program conducted in 30 nations at the start of the previous year.
The advertising on Threads relies on Meta's artificial intelligence-driven ad platform. It will apply the identical degree of customization—meaning data tracking and user profiling—as seen on Facebook and Instagram. Advertisements in image, video, and carousel styles will integrate seamlessly into the platform's main feeds.
According to Meta, the introduction of ads will commence the following week, though achieving complete implementation will span several months. In a company blog entry, Meta explained that the process to extend ads to all users will proceed incrementally, starting with limited ad placements until coverage reaches every user around the world in the months ahead.