Meta has announced what we all expected: ads are coming to Threads. This follows an initial roll out to select markets last year as part of a test.

In a blog post today, Meta writes:

Beginning next week, we are expanding ads on Threads to users in all markets globally. This follows the initial rollout of ads on Threads to advertisers last spring. Ads on Threads are powered by Meta’s proven AI-powered ads system, which means people can expect to see the same level of personalization in Threads ads that they’re used to on other Meta platforms like Facebook and Instagram.

Meta says the roll out of ads on Threads will be “gradual” and that ad delivery will initially remain low before reaching “global user availability in the coming months.”

Earlier this week, data from Similarweb revealed that Threads has more daily active users on iOS and Android than X (formerly Twitter).

Meta’s announcement today comes on the heels of another major platform starting to show ads: ChatGPT. OpenAI announced last week that it will soon start showing ads for all free users as well as ChatGPT go subscribers. Google, meanwhile, reiterated today that it has no plans to bring ads to Gemini.

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