Meta tests advertising in threads in the USA and Japan

Now that Threads has more than 300 million active users per month, the first advertising measures are starting. Initially in the USA and Japan.

(Image: rafapress/Shutterstock.com)

Jan 27, 2025 at 10:40 am CET

1 min. read

By

Marie-Claire Koch

Meta is testing advertising in threads, which, according to the company, now has more than 300 million monthly active users. According to Instagram CEO Adam Mosseri, initial tests are starting in the USA and Japan. The advertising will only be displayed to a small percentage of users.

Advertising on threads about healthy organic food — Initially, there will only be selected advertising, in this case for healthy food.

(Image: Meta)

With the help of the content filters already in place for Facebook and Instagram, Meta wants to help its advertising customers decide which content their ads appear next to. Users themselves will also be able to hide or report ads they don't like, as is already possible on Instagram, for example. Mosseri promises that the tests will be closely monitored before the ads become visible to more people.

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Meta's monetization plans for threads have been in place for some time. In November 2024, there were initial rumors about advertising from January 2025. The company said at the time that it did not expect advertising in Threads to generate significant revenue this year.