Threads Expands Advertising Platform Worldwide

Threads app expanded its advertising platform to companies worldwide after a trial run earlier this year in the US and Japan. The move allows eligible advertisers to reach more than 320 million monthly active users on the social network.

It also includes access to an inventory filter that controls whether promotions can appear next to offensive content, Meta Platforms explained in a blog post. The social media giant stated the ads will be delivered in select markets at launch, before rolling out to additional countries.

Meta CEO Mark Zuckerberg told analysts in an earnings call in January that Threads was adding more than 1 million sign-ups per day, and that he expects it to reach 1 billion users over the coming years. On the same call, CFO Susan Li stated while ads will gradually launch on Threads, the company doesn’t anticipate it being a meaningful driver of overall impression or revenue growth in 2025.

Expanding Threads ads globally could eventually ramp up another revenue stream for Meta as it faces uncertainties related to a trade war between the US and China. Last week, MoffettNathanson senior MD Craig Moffett warned that Meta Platforms’ online advertising business could take a $7 billion hit if China-based e-retailers pull back on their spending. Last year revenue from China accounted for more than 11% of the company’s total sales.