• by Colin Kirkland , Yesterday

Following the inclusion of third-party verification, Meta is introducing additional ad formats to its newest social media platform, Threads, in preparation for holiday shopping.

“When new media setups and ad formats become compatible with Threads, both existing and newly created campaigns using them will automatically leverage your Threads profile or Instagram account to deliver to Threads feed if that placement is included,” Meta explains in a blog post, adding that advertisers can review and update their ad placements at any time. 

Specifically, Meta has decided to update its Marketing API (MAPI) in order to allow advertisers to utilize more ad types while gaining more campaign visibility across the tech giant’s family of social-media platforms, including Facebook and Instagram. 

Meta has increased the maximum height of single image and video ads on the Threads feed from 1:1 to 4:5. Any assets larger than that will be cropped and vertically centered to 4:5, the company writes.

The Marketing API now also supports all aspect ratios of video ad formats for the Threads feed. 

“All previous and new campaigns opted into Threads feed using video ads will now deliver to Threads,” Meta writes. 

Additionally, advertisers can utilize a static 1:1 image carousel ad format on the feed, as well as a Placement Asset Customization (PAC) tool, which allows for customizable creative image and video assets on the platform. 

Threads expanded advertising across the globe last spring after several months of testing with specific brands and ad partners, including Wendy’s and GroupM. Since then, the platform has amassed over 80 million more monthly active users -- reaching an estimated 400 million users, 75% of whom follow at least one business on the app.

Furthermore, in line with ad offerings across its other apps, Meta recently announced new third-party verification partners for Threads, attempting to provide advertisers with more comfort in running in-feed placements on an emerging platform, especially ahead of the holiday shopping boom.