• by Colin Kirkland , Yesterday

A few weeks after announcing the launch of ads on its newest social platform Threads, Meta is adding the functionality to its Marketing API, allowing third-party platforms to create ads on the up-and-coming microblogging app. 

With 350 million monthly active users, according to Meta’s Q1 earnings report, Threads is on track to become Meta’s next major platform.

Now, social-media management platforms will be able to incorporate Threads ads within their offerings. 

“Ads in Threads feed will appear between organic content in the Threads home feed,” the company explains. “Available objectives include Reach, Traffic and Website Conversions.”

Meta’s brand safety and suitability standards will also be included in Threads ads, along with an inventory filter that gives brands the chance to adjust the sensitivity level of the content their ads appear next to. 

For now, the tech giant says the plans include “keeping the volume of ads in Threads intentionally low” due to the fact that it is still gauging the reactions of brands and users. However, for now, advertisers will need to run their Threads ad campaigns on Instagram as well. 

The Threads feed currently supports single image ads with aspect ratios from 16:9 to 9:16. 

In addition, third-party comment moderation is not yet supported for Threads ads. Brands have the option to reply to or hide individual replies to their ads by clicking on the “Reply” notification in the app.