On Friday, Meta Platforms Inc (NASDAQ:META). announced the commencement of a limited early test involving the integration of advertisements into Threads, aiming to connect advertisers with its rapidly expanding user base. The test will initially involve a select group of advertisers and is designed to facilitate brand discovery among the platform’s users.
Threads, Meta’s latest social app tailored for public conversations, has garnered over 300 million monthly active users, with a significant portion following at least one business. The introduction of ads is expected to provide businesses with an opportunity to engage with this growing community and deepen connections with potential customers.
Advertisers participating in the test can seamlessly extend their current image ad campaigns to Threads with a simple selection in the Ads Manager, negating the need for additional resources or unique creative content. The ads will appear as image ads within the home feed of Threads and will be visible to a small percentage of users during this initial phase.
Meta emphasizes the importance of ads in helping users discover new businesses and content they enjoy. The company intends to carefully monitor the test to strike the right balance of content within Threads. Personalization and relevance are key focuses for Meta when delivering ads, with measures like user surveys in place to gauge ad enjoyment and relevance.
To address consumer and advertiser concerns about brand safety and suitability, Meta is integrating its existing standards and controls into Threads. Users will have the ability to manage their ad experiences, including skipping, hiding, or reporting ads they do not wish to see. Furthermore, Meta is testing an inventory filter for ads in Threads, an AI-powered brand suitability control that allows advertisers to set the sensitivity level for the content adjacent to their ads. This filter is already available for Facebook and Instagram Feed and Reels in over 30 languages.
Meta’s Monetization Policies, which dictate the type of content that can be displayed next to an ad, will also apply to Threads. Content that breaches Meta’s Community Standards will not be eligible for ad placement. The company plans to share further details about third-party verification solutions and additional language support in the upcoming months.
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