Meta to test ads on Threads in US and Japan
Meta Platforms will begin test-launching ads on its social media platform Threads with a few brands in the US and Japan, it said on Friday, as the app hits over 300 million monthly active users.
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During early testing starting Friday, image ads will appear in the Threads home feed, placed between content posts for a small percentage of users, Meta said in a blog.
The social media giant said it will monitor the test closely before scaling it broadly, adding that businesses will be able to extend their existing Meta ad campaigns to Threads.
Meta will also begin testing an inventory filter for ads in Threads, which enabled through AI, allows advertisers to control the sensitivity level of the organic content their ads appear next to.
«The launch of Threads ads just weeks after Meta's content moderation makeover will raise advertiser eyebrows. But the volatility at TikTok is spurring brands to seek alternatives, and Meta isn't going to pass up an opportunity to throw Threads into the mix,» said Jasmine Enberg, principal analyst at Emarketer.
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