Meta has started testing advertising on Threads: Users in the US and Japan will be able to see it

Meta has started the first testing of advertising on Threads, according to Instagram CEO Adam Mosseri. The Threads platform did not previously contain ads, unlike Facebook and Instagram.

Here's What We Know

Ads will appear as images between posts in users' news feeds. Initially, only a "small number of people" in the US and Japan will see them. Meta will start with a "small number of brands" in these countries.

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Mosseri noted that the company expects a lot of feedback on the approach to advertising and is confident that it should be relevant and interesting for users. He also added that Meta will closely monitor the test before expanding it, with the goal of achieving a level of advertising that is as engaging as organic content.

Meta is using its existing advertising infrastructure to run ads on Threads. Brands will be able to extend their advertising campaigns on Meta to Threads without requiring additional resources or creativity by simply checking the option in Ads Manager. They will also test a new "inventory filter" that will allow advertisers to control what content their ads appear next to.

Subsequently, the company will be able to quickly expand advertising on Threads to 300 million users by using existing advertising tools.

Mark Zuckerberg has previously noted that the company is taking a slow approach to the development of the advertising business on Threads and focusing on long-term monetisation.

Source: Adam Mosseri, Facebook