In one year and a half of its existence, one of the things that distinguishes threads from other meta apps is that the service is completely free of advertising filling in almost every Facebook and Instagram. That is now about to change. Meta begins with the first “little test” in ads in threads, Instagram head Adam Mosseri While the company is looking to finally start making money from service.

Ads appear as image posts between the content of the feeds of the users and only show “small percentage of people” in the US and Japan. According to the Mosseri, the meta plans to begin with “some brands” in two countries. “We know that there is a lot of feedback about how we approach the ads, and we make sure they feel the posts of threads that you find in relation to and interesting,” he wrote. “We carefully care about this test before it scales in wider, with the intention to bring ads to threads in a place where it is interesting like organic content.”

Meta seems to use the existing advertising infrastructure to bring ads to the app. To a The company explains that brands can “extend their current meta ad campaigns to threads – without a need for specially creative or plus resourcing-by simply check in the box Ads Manager. ” The company will also check the ““In threads,” allowing advertisers to control the organic sensitivity level within their ads next. “That is likely to be an important feature for dealers the guidelines to moderate its contents and once more allowed more which appears in the recommendations of users.

Even if the initial test is small, the use of existing ad tools can make the meta to scale ads in threads to many advertisers, and the very fast in the future. Mark Zuckerberg previously shows he likes a slow method of building ad business in threads. “All of these new products, we have sent them, and then have many years of horizon between scaling them and then scaling it not only with the experiences of consumers but more businesses,” as the CEO. .