Meta Rolls Out Threads Advertising to Global Audiences - Adil Raseed

Meta is preparing to expand advertising on Threads to users worldwide, opening up a new distribution channel for brands looking to reach one of the fastest-growing social platforms.

The global rollout will begin next week and scale gradually over the coming months, bringing ads to Threads users across all supported markets.

Threads’ growth sets the stage for ads

Launched in July 2023 as Meta’s answer to X, Threads has grown rapidly and now exceeds 400 million monthly active users. Meta CEO Mark Zuckerberg has repeatedly pointed to Threads as a long-term growth engine, suggesting the platform could reach 1 billion users in the coming years.

With engagement climbing and usage stabilizing, Meta appears confident that Threads is ready for broader monetization.

Advertisers already have access

Although ads are new for many users, advertisers aren’t starting from zero.

Brands in the U.S. and Japan have been testing Threads ads for months, and earlier this year Meta opened advertiser access globally. The upcoming change expands ad delivery to all users, not just test markets.

Advertisers can run Threads ads by:

Extending existing campaigns via Advantage+
Creating manual placements within Meta Ads Manager

Threads ads support multiple formats, including image, video, carousel, and 4:5 vertical layouts.

Fully integrated into Meta’s ad ecosystem

One of Threads’ biggest advantages is its seamless integration with Meta’s existing platforms.

Advertisers can manage Threads placements alongside Facebook, Instagram, and WhatsApp campaigns from the same Business Settings dashboard. This lowers friction and makes Threads an easy add-on rather than a standalone experiment.

For brands already invested in Meta advertising, expanding to Threads requires minimal additional setup.

Brand safety and third-party verification

As part of the global rollout, Meta is extending third-party brand safety and suitability verification to Threads. This mirrors the tools already available on Facebook and Instagram, allowing independent verification partners to assess ad environments.

Meta says ad delivery will remain limited initially as the system scales worldwide, giving the company time to refine controls and measurement.

Why this matters for advertisers

Threads combines several attractive qualities for brands:

A rapidly growing global user base
Native integration with Meta’s ad stack
Familiar ad formats and buying workflows
Third-party verification for brand safety

While reach may be constrained early on, advertisers who test Threads ads sooner may benefit from lower competition and early performance insights before the platform becomes crowded.

What to expect next

Meta’s phased approach suggests Threads ads will evolve gradually, with delivery, formats, and measurement improving over time. As usage grows and ad inventory expands, Threads could become a meaningful part of cross-platform social strategies.

For now, the opportunity lies in early adoption – learning how users engage with ads on Threads and positioning brands ahead of wider competition.