Meta Platforms Inc. will begin testing advertisements on its microblogging service Threads in collaboration with several companies in the United States and Japan.
The mentioned information was published by the specified technology giant on Friday, January 24. It is worth noting that in this case, the first attempt of Meta to run revenue from Threads operating is observed. This app was launched in July 2023. The technology giant positions Threads as a competitor to X, formerly known as Twitter, and purchased by Elon Musk for $44 billion in 2022.
Adam Mosseri, the head of Instagram and the Meta executive who oversees Threads, said that the company will closely monitor the mentioned test before scaling up the relevant practice. It was also noted that in this case, the goal is to get advertising on Threads to a place where such materials will be as interesting as organic content.
During testing, advertisements with large images will be displayed in the feeds of a small number of users. The test advertisement will resemble sponsored content. Facebook and Instagram users typically see such content on those services.
Companies which will participate in the testing process will also be able to access the brand-safety tool. Facebook, Reels, and Instagram use the mentioned tool. The corresponding functional solution provides a kind of control aimed at ensuring that brand-sponsored content does not run alongsi de offensives.
The existing Meta’s monetization policies will be applied to Threads, ensuring that content that violates community standards is not eligible for advertisement adjacency.
Currently, the number of Threads users is over 300 million per month. Three out of four people on this digital platform follow at least one business on their personal feeds.
It is worth noting that since the launch of the mentioned virtual platform, many investors have claimed that in their opinion, it can eventually become a source of revenue for Meta. Advertising testing is a move towards materializing the specified assumptions.
As we have reported earlier, Meta Plans to Spend as Much as $65 Billion on AI Efforts in 2025.
