Observed Signal · May 21, 2025 · Technical Release · Source: OnlineMarketing.de · Impact: 4/5 · Sentiment: Positive
Threads Feed Ads Now in Marketing API
Meta is expanding advertising on Threads by integrating Feed Ads into the Marketing API. The platform has surpassed 350 million monthly active users, with time spent rising 35% over six months. After initial ad tests in the USA and Japan in January 2025, Feed Ads can now be managed by qualified advertisers worldwide via the Marketing API, with Video Ads also available as an option. Advertisers can reuse existing assets (images) and target Reach, Traffic, and Website Conversions, with ads appearing in the Thread feed between organic results and native content. Access requires a Threads account and, for API usage, consent from the App User to access information tied to Instagram-connected Threads accounts. Supported image formats are 9:16 and 16:9, with 1:1 crops for larger assets; personalization is not yet supported. Meta provides additional developer documentation outlining the workflow.
Major platform (Meta) expands ad capabilities on Threads via Marketing API, enabling global advertiser access and cross-platform integration.
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Key Takeaways & Evidence Grounding
- Threads has over 350 million monthly active users.
- Feed Ads are now supported in the Threads Marketing API for campaign management.
- First ad tests occurred in January 2025 in the USA and Japan.
- Advertisers worldwide can book Threads Ads via the Marketing API (qualified advertisers).
- Supported formats are 9:16 and 16:9; 1:1 cropping; asset personalization is not yet available.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
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Threads Ads Global Rollout Begins in 2025
Meta announces a global rollout of Ads on Threads, with initial introductions in early 2025 in select markets and broader worldwide deployment to follow in the coming months. Ads will appear across Threads and require user consent; users who wish to avoid ads can opt into Meta’s paid ad-free subscription. Advertisers will be able to extend existing Meta campaigns to Threads, enabling targeting across Meta’s apps and surfaces. A default Threads feed placement will be activated when using Advertiser Advantage+ placements, and ads may also appear in the Instagram feed due to cross-sharing. Developers can access performance data via the Insights API, with Threads accounts and App User permissions required to access data from Instagram-connected Threads accounts. Supported formats include single images (9:16 and 16:9), videos, and carousels; large formats are cropped to 1:1, and asset personalization is not yet offered.
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