Meta starts testing ads on Threads with select brands

Meta Platforms has initiated a test phase for advertisements on its social media platform, Threads, starting with a select group of brands in the United States and Japan. Image ads will be introduced into the Threads home feed, appearing between user-generated content for a limited portion of the user base.

Meta emphasized a cautious approach, stating that the test will be closely monitored before widespread implementation. The company also highlighted the ability for businesses to seamlessly extend their existing Meta ad campaigns to the Threads platform.

To enhance ad targeting, Meta will introduce an AI-powered inventory filter for Threads ads. This feature will empower advertisers to control the sensitivity level of organic content adjacent to their ads.

Concurrently, Meta announced plans to allocate up to $65 billion this year towards expanding its AI infrastructure. This significant investment underscores the company's strategic focus on advancing its AI capabilities and solidifying its position in the competitive AI landscape, vying for dominance alongside rivals such as OpenAI and Google.