Tech Desk 
Jan 25, 2025
Meta has started testing advertisements on Threads, its alternative to X (formerly Twitter) an executive announced Friday. The launch of advertising on Threads was expected, given that Meta derives maximum revenues from ads across its free platforms.
Instagram head Adam Mosseri stated: "We're starting a small test for ads on Threads with a handful of brands in the US and Japan."
Mosseri further ensured that his team will diligently monitor feedback to guarantee “they feel like Threads posts you'd find relevant and interesting."
The introduction of ads comes as Meta is being closely monitored after CEO Mark Zuckerberg ended the platform’s US fact-checking program, which was a major tool to combat online misinformation was shut down alongside a relaxation of content moderation rules, allowing for more controversial or polarising speech, similar to X’s approach.
The decision was widely perceived as an effort to satisfy President Donald Trump, whose conservative support base has frequently voiced concerns regarding the third-party fact-checking on tech platforms as a way to censor conservative content.
A credible Emarketer analyst Jasmine Enberg remarked: "The launch of Threads ads just weeks after Meta´s content moderation makeover will raise advertiser's eyebrows."
"But the volatility at TikTok is spurring brands to seek alternatives, and Meta isn't going to pass up an opportunity to throw Threads into the mix," she added.
Meta claimed that Threads consists of 300 million monthly users, however these numbers are being scrutinised.
