• by Colin Kirkland , Yesterday

Threads will officially begin rolling out ads to all users across the globe the first week of February.

Following the global availability of ads on Threads to all advertisers last spring, the Meta-owned social-messaging app will expand ads to its 400 million users in a “gradual rollout,” according to a recent announcement from the company. 

The announcement states that users can expect the same level of personalization in Threads ads as what they are accustomed to on Facebook and Instagram, as all ads will be powered by Meta’s AI ads system.

Since its initial launch in 2023, Meta has worked on building out ad opportunities for advertisers and creators by introducing new AI-powered ad tools, formats and cross-platform accessibility. 

In September, Meta began testing 4:5 rendering for single image and video ads, as well as carousel ads on Threads, followed by Advantage+ catalog ads and app ads campaigns. For the past few months, brands haven’t needed a Threads profile to run ads on the platform, but can instead go in through their Instagram account. 

Brands also have the option to use an existing post from Facebook or Instagram and create an ad from it on Threads via the Meta Ads Manager. 

As on Facebook and Instagram, Meta has integrated verification from Integral Ad Science, DoubleVerify, and Scope3 into the Threads feed for all ad partners. The company’s safety and suitability standards are included in Threads ads, as well as an inventory filter giving brands the option to adjust the sensitivity level of the content their ads appear next to. 

News of Meta’s ad expansion comes after data from Sensor Tower showed the Threads app surpassing X in daily active mobile users.

Ad delivery will initially remain low as Meta moves toward global user availability in the coming months.