Introducing Ads in Threads: Extend Your Campaigns to a Rapidly Growing Community

Update: October 30, 2025
We are happy to share that Zefr has joined Meta Business Partners, Integral Ads Science, DoubleVerify and Scope3 to provide third-party brand safety and suitability verification services for Threads feed.

Update: October 16, 2025
At Meta, we know how crucial transparency and control are for businesses managing their brand environments. We’re excited to announce that we are expanding third-party verification that is already available on Facebook and Instagram feed and Reels to Threads feed through our Meta Business Partners: Integral Ad Science, DoubleVerify, and Scope3, with Zefr support coming soon.

Third-party verification helps advertisers to validate their brand safety and suitability for Threads feed. Our Meta Business Partners each offer an AI-enabled solution to report the context in which ads appear, giving advertisers the transparency they need to drive results on Threads feed with confidence.

These partners independently score the adjacent content, aligned with the brand safety floor and suitability framework, providing reporting that may include safety and suitability scores, content examples and associated risk levels, and impression-level data.

As Threads continues to grow with over 400 million monthly active users, we remain committed to advancing brand safety and suitability across our platforms.

Update: August 12, 2025
Today, Mark Zuckerberg shared there are now more than 400 million monthly actives in the Threads community.

Update: August 7, 2025
At Meta, we understand the importance of brand safety and suitability, and know that accountability is essential in earning and maintaining advertiser trust — which is why we’re excited to share an update on our progress around third-party verification.

Today, we’re beginning to support a limited test of third-party brand safety and suitability verification for Threads feed, offering an independent reporting solution on the context of content adjacent to ads.

Meta’s brand safety and suitability partners — DoubleVerify, Integral Ad Science, and Zefr — are testing verification for Threads feed with select advertisers. They will independently verify the content adjacent to ads and provide transparency reporting that may include safety and suitability scores, content examples with associated risk levels and impression-level data.

We hope to roll this out to more advertisers and agencies over the coming months.

Update: April 23, 2025
People come to Meta’s apps for a personalized experience that helps them discover businesses and content they love—ads are an essential part of enabling this.

To help people deepen connections with businesses they love, we are expanding ads in Threads to all eligible advertisers globally, as well as access to inventory filter. This new placement—Threads feed—will be on by default for new campaigns using either Advantage+ or Manual Placements. Advertisers have the option to opt out of Threads feed via Manual Placements.

These ads will be delivered in select markets at launch and will roll out to additional markets as we continue to test and learn.

Original post (January 24, 2025):
Key Takeaways

• Starting today, we will begin a limited, early test of ads in Threads with a small number of advertisers to help people discover the brands they love. As we learn from this test, we will monitor to see how it’s going before filling out more broadly.
• Backed by Meta’s proven ads systems, the familiar visual feed format will enable advertisers to easily extend existing image ads to Threads with the check of a box.
• We are integrating Meta’s brand safety and suitability standards and controls to help advertisers feel confident in where their ads appear, in addition to providing consumer ad controls for the ads that people see.

Threads is our newest, fast-growing social app for public conversation, where people are connecting over ideas—and your business can join the conversation. The Threads community now has over 300 million monthly actives and we’re also seeing that three out of four people on Threads follow at least one business¹.

To help people deepen connections with businesses they love, we are beginning to test ads in Threads with a small group of businesses and consumers in select regions.

Businesses participating in this test will be able to benefit from familiar brand safety and suitability solutions, and consumers will have access to controls to help tailor their ad experience.

Introducing ads in Threads

Starting today, a small number of advertisers will test ads in Threads to help campaigns go further by reaching the growing Threads community. Businesses will be able to extend their existing Meta ad campaigns to Threads—without the need for bespoke creative or additional resourcing—by simply checking a box in Ads Manager. This can help businesses reach more people in more places across Meta’s family of apps and can improve advertiser outcomes.

During early testing, ads in Threads feed will be image ads that appear between pieces of content in the Threads home feed for a small percentage of people.

Helping People Discover Businesses They Love

People come to Meta for a personalized experience that helps them discover businesses and content they love—ads are an essential part of enabling this. It can be as simple as finding a brand you didn’t know you loved but now follow through ads.

To ensure we find the right balance of content people see on Threads, we will monitor this small test closely to see how it’s going before rolling out ads in Threads more broadly.

When delivering ads across our apps, we focus on where people are spending time engaging with content. This personalization ensures the relevance of the ads that people see. We have measures in place, like surveys, to help understand what ads people enjoy and deliver what feels most relevant to them.

We will also provide people with controls on the ads they see in Threads to understand how their information is used for ads and controls to change their experience. For example, if people see an ad they don't like, they can skip the ad, or tap the menu on the post to hide or report it.