Meta Begins Ad Testing on Threads in US, Japan

Meta Platforms Inc. is set to introduce advertisements on its social network Threads, marking a new revenue stream and intensifying competition with Elon Musk's X. The initial ad rollout will involve a limited test featuring a select group of brands in the United States and Japan, as confirmed by Instagram head Adam Mosseri. Meta aims to ensure these ads are as engaging as organic content and will closely monitor feedback before expanding the initiative. The decision to introduce ads comes after Threads has built a substantial user base, boasting over 300 million monthly users by December 2023. While Meta's advertising strategy has proven successful across its platforms, concerns about content moderation may temper advertiser enthusiasm. This move is part of a broader response to the shifting landscape of social media advertising, particularly in light of X's recent challenges.