Meta has announced that ads are rolling out to all Threads users globally, starting next week. The expansion will be gradual and may take months to reach everyone. 

To be fair, Threads has earned its victory lap. The app has grown from zero to over 400 million monthly active users in less than two years. When something grows that quickly under Meta’s roof, you know what comes next; monetization. 

Meta has been testing ads for about a year now, starting with users in the U.S. and Japan before opening up to global advertisers last April. Now, it’s flipping the switch for everyone. The silver lining is that Threads ads won’t be a wild departure from what you’re already seeing on Instagram and Facebook, as Meta is using the same AI-powered ad system across all its platforms.

Advertisers can easily extend their existing Meta campaigns to include Threads through the Advantage+ program or manual setups. Supported formats include image and video ads, carousels, and the newly added 4:5 aspect ratio. 

Meta is also rolling out third-party verification for brand safety and suitability. This is particularly relevant given that Threads’ main competitor, X, is currently drowning in illegal deepfakes and other content nightmares.

For brands, Threads represents a golden opportunity. It’s a platform with millions of engaged users, many of whom migrated there specifically to escape the advertising hellscape X has become. It’s a captive audience, and Meta is handing advertisers the keys.

Early adopters could have a competitive edge. Ad delivery is starting relatively low, which means less competition for eyeballs. And as Threads continues to grow, being an early mover could pay off.

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