And the test begins…

Meta announced they are starting a limited test of ads on Threads that includes a small number of advertisers and users. Because it’s a limited test, few users will see these ads.

Here’s what we know…

The Test

During the initial test, participating users may see image ads in the Threads feed between pieces of content. There is no indication of the test including other formats like video or carousel.

The example that Meta shared utilizes an image that appears to be 2×1, which would be a unique aspect ratio if accurate. My measurements were clear and it does not appear to be 16:9. It’s unknown what the recommended aspect ratio will be for this placement, however.

Hazy Rollout Timeline

Starting the test now isn’t a complete shock. You may recall that back in November, we heard rumors that the initial test would begin in early 2025. Well, here we are. It’s early 2025.

Meta didn’t provide a timeline for the full rollout of Threads monetization to more advertisers and users, only that they would learn from this test. As we know with Meta’s feature tests, it may be weeks, months, or longer.

While I’ve been skeptical of an imminent full rollout of ads on Threads, the fact that Meta made this announcement official makes me wonder if it’s coming sooner than expected. Of course, that would only be speculation.

Meta’s public Threads monetization goal of being on “a clear path to 1 billion users” is a fuzzy one.

This is what I’ve always cited when discussing expectations. Threads only has 320 million users, but is that a “clear path” to 1 billion? It seems like a reach.

Good for Advertisers

Regardless, a new Threads placement would be a boost to advertisers. More inventory typically means lower costs. It would also mean another feed placement, which tend to be most effective (and pricier per impression).

Something else to watch is how ads will impact the growth of Threads. Users have revolted every time the mention of ads comes up, threatening to leave for BlueSky or another platform. Even if migration is minimal, Meta has to balance the injection of ads with user experience.

The end of an ad-free Threads feed is coming, so enjoy it while you can.