Meta is officially expanding Threads advertisements to all users across every global market, marking a significant monetization milestone for the platform. After initially stating it would wait until Threads reached one billion users before introducing ads, the company is now rolling out advertising features to all eligible advertisers and regions worldwide. This shift reflects Meta’s accelerating need for additional revenue streams as it continues substantial investments in artificial intelligence infrastructure and data centers.
Gradual Rollout Follows Previous Expansion Phases
The global expansion officially begins next week, though Meta emphasizes that the rollout will be gradual. This latest announcement follows months of incremental expansion, including initial testing in January 2025 when Threads had 300 million users, followed by April’s expansion to additional markets and September’s introduction of carousel and catalog ads. Advertisers can now integrate Threads placements into existing Meta campaigns using Advantage+ and manual campaign formats, with native image, video, and carousel ads appearing directly in the Threads feed.
Threads Positions Itself as Emerging News Platform
Threads has evolved into a viable alternative to X (formerly Twitter) for real-time news, insights, and rapid commentary. Meta reports that Threads currently has 150 million daily active users and 400 million monthly active users, demonstrating significant growth potential. While X claims 600 million monthly active users, industry observers suggest Threads may surpass the platform in growth this year, offering advertisers access to an increasingly influential news and information channel. With Threads positioned as a key source for breaking news and immediate reactions, brands recognize the platform’s advertising value and competitive advantage within Meta’s ecosystem.