Are ads finally coming to Threads? This isn’t the first time the question’s been asked. But, there’s a whole lot of chatter about this, so let’s discuss…
Secrets in the Code
Threads is now more than a year old, but it remains ad-free. We know ads are coming eventually, but the question has always been “When?”
A few researchers are digging into the code, and there are signs that ads may finally be coming. Alessandro Paluzzi was able to share an example of what a sponsored post will actually look like.
He wasn’t the only one. Chris Messina uncovered a JSON file titled “bcn_single_image_ad,” which referenced a sample ad unit under development.
Meta’s Denial
But, Meta responded with their typical denial. Instagram spokesperson Alec Booker told TechCrunch:
We’re not testing ads in Threads at this time, and there is no immediate timeline for monetization.
Keep in mind that just a couple of months ago, Meta denied that Detailed Targeting Exclusions were going away after an alert appeared for some users. Of course, that denial was carefully worded, and anyone paying attention was skeptical (and the change would become official).
What Should We Think?
It’s true, the existence of code to support ads doesn’t mean anything. Ads are coming eventually, so they’ll need to plan for it. This isn’t necessarily any big reveal.
Publicly, Mark Zuckerberg has mentioned the 1 Billion user mark as the goal for monetization.
Considering Threads is at the 200 Million point, that number is still likely years into the future.
But, might they introduce ads sooner? Absolutely, that 1 Billion user threshold is arbitrary. And when that happens, it can only be a bonus for advertisers. New inventory will bring down costs.
While users love an ad-free app, Threads is beginning to establish itself. For those who have set up shop, it will be tougher to leave. As the platform matures, it’s unlikely that introducing ads will result in a mass exodus (regardless of what people say). Ads are part of just about any other app anyway.
Still, the timeline remains a mystery. Stay tuned.
