Meta’s Threads opens up ads to global advertisers

Months after first testing ads in select markets, including the U.S., Meta on Wednesday announced that its Instagram Threads app would now expand ads to all advertisers worldwide. The expansion will allow eligible advertisers to reach Threads’ over 320 million monthly active users, and it will include access to an inventory filter to control the sensitivity level of content next to which the ads run. The company says that the new ad placement within the Threads feed will be switched on by default for all new ad campaigns that use either Meta’s Advantage+ or Manual Placements. However, advertisers on the latter plan will have the option to opt out of the Threads feed. Meta notes that the ads themselves will only be delivered in select markets at launch and will roll out to more markets over time. To date, Threads has been testing ads in the U.S. and Japan. The expansion signals that Meta thinks that the Threads community is now robust enough to monetize and compete for advertiser do ... Read full article.