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Meta Platforms to Launch Advertising on Threads Amid Rapid User Growth
Meta Platforms has announced that it will initiate test advertising on its social media platform, Threads, engaging a select number of brands in the U.S. and Japan. This decision comes as the app reaches a significant milestone of over 300 million monthly active users.
Starting from Friday, Meta will begin introducing image advertisements within the Threads home feed, strategically positioned between user posts for a limited demographic. The company indicated in a recent blog post that it will closely observe the performance of these initial tests before expanding the program more widely.
Furthermore, businesses utilizing Threads will have the opportunity to extend their existing advertising campaigns from across other Meta platforms, integrating their efforts more seamlessly. An additional feature being tested is an inventory filter powered by artificial intelligence. This tool will enable advertisers to adjust the sensitivity settings regarding the organic content adjacent to their ads, allowing for greater control over context.
Analyst Jasmine Enberg from Emarketer commented on the implications of this ad launch, noting that it follows closely on the heels of a recent overhaul of Meta’s content moderation policies. The current volatility surrounding TikTok has prompted brands to explore alternatives, making Meta’s timely introduction of Threads ads a strategic move amidst shifting user behaviors.
Earlier this month, Meta discontinued its fact-checking program in the U.S. for Facebook, Instagram, and Threads, platforms that collectively have over 3 billion users globally.
Threads was launched in July 2023 as a competitor to X, previously known as Twitter, positioning itself to attract users dissatisfied with the latter’s ongoing changes under Elon Musk’s ownership.
Despite the burgeoning user base, Meta’s Chief Financial Officer, Susan Li, stated in an earnings call in October that Threads is not expected to significantly contribute to the company’s revenue until 2025.
In a related commitment to its technological prowess, Meta plans to allocate up to $65 billion this year towards enhancing its AI infrastructure. CEO Mark Zuckerberg reiterated this ambition on Friday as part of Meta’s strategy to compete with major players like OpenAI and Google in the burgeoning AI landscape.
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