Meta is initiating its first advertising tests on the Threads microblogging service in the U.S. and Japan after launching the app in July 2023. The goal is to generate revenue by making ads as engaging as organic posts. Adam Mosseri, head of Instagram, stated that they will monitor the initial tests closely before broader implementation. Ads will be visually similar to sponsored content on Facebook and Instagram, and participating businesses will utilize tools to ensure brand safety. Threads currently has 300 million monthly users, with an opportunity for ad monetization similar to Twitter's past revenue.
Meta's Threads will start testing ads in the U.S. and Japan, marking its first revenue attempt since the app's launch in July 2023.
Adam Mosseri emphasized the goal of making ads on Threads as engaging as organic content, closely monitoring initial tests before a broader rollout.
With over 300 million monthly users, Threads could position itself as a significant revenue source for Meta, drawing comparisons to Twitter's previous earnings.
CFO Susan Li highlighted that despite positive growth, Threads isn't expected to rapidly turn into a major revenue generator for Meta.
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