It’s finally happening: Ads on Threads. After months of speculation, we need to speculate no more.

In an April 23rd announcement, Meta made it official.

Let’s unpack this short message.

Meta’s Main Points

…we are expanding ads in Threads to all eligible advertisers globally…

Meta began a test among a small group of advertisers and users in January. So no more isolated tests. This is being fully rolled out.

This new placement — Threads feed…

So the new placement will be called Threads Feed and you’ll be able to find it with your other Feeds when you manually edit placements. For what it’s worth, I didn’t have Threads Feed in any of my accounts last I checked.

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

Despite the fact that Meta announced a full global rollout, it’s more of an intention to fully roll this out. In other words, it will be slow.

What to Expect

If you’re a user, you may not see ads yet. But you will. Users will freak (they always freak), but they’ll get used to it. They’ll eventually see more ads with time.

If you’re an advertiser, expect very few impressions from this placement in the beginning. While Threads is growing rapidly and it boasts more than 300 Million users, this is dwarfed by Meta’s other apps. So the potential inventory isn’t huge. But any additional inventory is good to help keep costs down.

Are you seeing the Threads Feed placement yet?