What happened
Meta confirmed that after testing in 30 countries it will begin a global rollout of ad formats in Threads in 2025. The platform already has over 400 million monthly active users, and the first wave of the launch starts next week; full deployment will take several months.
Formats and technology
Ads will be embedded directly in the feed as images, videos and carousels and will run on the same AI platform as Facebook and Instagram's advertising tools. This means personalized delivery based on user behavior, preferences and profile.
"We are beginning a phased introduction of ads on Threads with the interests of creators and businesses in mind — impressions will be modest at launch, and full rollout will take several months."
— Meta press office representative
Why this matters — rationale
When a platform with an audience in the hundreds of millions introduces advertising, both the attention economy and the information environment change. For creators this is an additional source of monetization and a chance to scale messages. For organizations and media — new channels for donations, fundraising and communications. At the same time, the potential for targeted information campaigns grows, which is important for countries facing information influence threats.
"For Ukraine, this is both an opportunity to increase reach to the diaspora and international audiences and a challenge in the form of more sophisticated targeting mechanics used by opponents."
— Oleg Bondar, independent digital security analyst
Implications for Ukraine
1) Creators and media: Ukrainian authors gain a new tool for monetization and promotion. 2) Diaspora and diplomacy: government and volunteer campaigns can more effectively reach foreign audiences. 3) Information security: there is a growing need for rapid mechanisms to identify malicious campaigns and coordinate with the platform.
Risks and practical steps
Risks are not only disinformation, but also economic competition for ad space and increased algorithmic personalization. Recommendations for Ukrainian stakeholders: take a systematic approach to the monetization of creators, invest in media digital security, and establish direct contact with platforms for rapid response to crisis campaigns.
Conclusion
The launch of ads in Threads is not just a business decision by Meta; it is a change to the architecture of the information space. For Ukraine it is both an opportunity and a test: will we be able to use this channel to amplify our voice on the international stage and protect it from abuse? The answer depends on the speed of adaptation by creators, media and state institutions.
