Meta has finally decided that Threads has enough users to become another cash cow in its social media empire. Now, your blissfully uninterrupted scrolling experience will be peppered with “relevant content opportunities” (corporate-translation: “ads”).

In classic Meta fashion, the new ad placements will be automatically enabled for all new campaigns using Meta’s Advantage+ or Manual Placements. Sure, advertisers using Manual Placements can technically opt out, but let’s be honest—how many will actually do that when presented with 320 million potential customers?

For users, this means the ad-free honeymoon is over. If you’ve enjoyed Threads as a calmer, cleaner alternative to X or the overwhelming algorithmic chaos of TikTok, brace yourself: your feed is about to start looking a lot more like the rest of Meta’s universe—carefully curated to show you just enough content from friends to keep you scrolling past the ads.

On the bright side, advertisers will have access to an “inventory filter” to control ad adjacency to sensitive content.

You can read more here.