On Friday, the Meta platform will start launching ads on its social media platform threads as the app has more than 300 million active users per month.
Meta said in a blog that begins early testing that begins Friday, image ads will appear in the Threads Home feed and be placed between content posts by a small percentage of users.
The social media giant said it will closely monitor tests before roughly expanding, adding that businesses will be able to scale existing meta-ad campaigns to threads.
Meta will also begin testing inventory filters for ads in threads enabled via AI, allowing advertisers to control the sensitivity level of organic content that their ads appear.
“The launch of threaded ads will cause advertisers’ eyebrows in the weeks after Meta’s content is adjusted. But Tiktok’s volatility motivates brands to seek alternatives, and Meta won’t miss out on the opportunity to put threads into mixing.” Emarketer’s chief Analyst Jasmine Enberg.
Earlier this month, Meta canceled its U.S. fact-check program on Facebook, Instagram and Threads, the world’s three largest social media platforms with more than 3 billion users worldwide.
Threads was launched in July 2023 as a challenger for X (formerly Twitter) in a bid to win over users of the de facto microblog site during the chaotic acquisition of billionaire Elon Musk.
CFO Susan Li said on a fatal call in October that Meta did not expect the clue to be “a meaningful driver with revenue in 2025.”
CEO Mark Zuckerberg said earlier Friday that the company plans to spend as much as $65 billion this year to expand its AI infrastructure, aiming to strengthen the company’s efforts to rivals OpenAI and Google. Stand to dominate this technology.
©Thomson Reuters 2024
