Meta is rolling out ads on its Threads app to all users worldwide, starting next week, with a gradual rollout expected to take months.
Threads, Meta’s X rival, has grown rapidly since its July 2023 debut, now surpassing 400 million monthly active users. CEO Mark Zuckerberg has repeatedly praised the app as a potential “next big hit,” projecting it could reach 1 billion users in a few years.
**Advertiser access. **Advertisers have been able to test Threads ads in the U.S. and Japan over the past year, and last April the platform opened ad access to global advertisers. Meta is making it easy to expand campaigns to Threads via its Advantage+ program or m…
Meta is rolling out ads on its Threads app to all users worldwide, starting next week, with a gradual rollout expected to take months.
Threads, Meta’s X rival, has grown rapidly since its July 2023 debut, now surpassing 400 million monthly active users. CEO Mark Zuckerberg has repeatedly praised the app as a potential “next big hit,” projecting it could reach 1 billion users in a few years.
**Advertiser access. **Advertisers have been able to test Threads ads in the U.S. and Japan over the past year, and last April the platform opened ad access to global advertisers. Meta is making it easy to expand campaigns to Threads via its Advantage+ program or manual campaigns, supporting image, video, carousel, and 4:5 aspect ratio formats. Ads can be managed alongside Facebook, Instagram, and WhatsApp campaigns in Business Settings.
Third party verification. Meta also expanded third-party verification from Facebook and Instagram to Threads, allowing independent brand safety and suitability checks. The company said ad delivery will initially remain “low” as the feature scales globally.
Why we care. Threads now gives you access to a fast-growing social platform with 400M+ users, integrated directly into Meta’s ad ecosystem for easy cross-posting. The expansion includes advanced ad formats like video, carousel, and 4:5 images, plus third-party verification for brand safety—helping advertisers avoid risks like deepfakes. Even with initially low delivery, early adoption could give brands a competitive advantage as the platform scales globally.
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About the Author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu started her career delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.