Meta Expands Marketing API to Support Ads in Threads Feed

On May 19, 2025, Meta announced an expansion of its Marketing API support, now including advertising in the Threads feed. This move marks a long-anticipated step in integrating Threads into Meta’s broader advertising ecosystem — a direction the company has been working towards since the platform’s initial launch. Advertisers have been eagerly awaiting this feature to tap into the Threads audience without the need to create separate creatives or adapt campaigns to unfamiliar formats. Now, Threads can be added as an additional placement to existing campaigns, simplifying media scaling and improving communication efficiency.

Ad placement in Threads

The new placement, called Threads feed, allows ads to appear between organic content in the Threads app’s home feed. The currently supported campaign objectives include reach, traffic, and website conversions.

Threads ads adhere to Meta’s brand safety and suitability standards, including Community Standards and Monetization Policies. Advertisers can use inventory filters to control the sensitivity level of content shown next to their ads.

During the testing phase, ad volume in Threads will be intentionally limited. This may affect delivery and will be visible in placement-level reporting.

Requirements for advertising in Threads

To run ads in Threads, advertisers must have a Threads profile, obtain permission to access an Instagram-connected Threads profile using the threads_business_basic permission, and complete an app review.

Additional required permissions include instagram_basic, threads_business_basic, and pages_read_engagement. If the Instagram account is connected to a Business Manager, the app also needs either ads_management or ads_read.

Ad creation details

The Threads feed is grouped under Meta’s “Feeds” placements. Campaigns cannot run on Threads alone — Instagram Feed must also be selected. Ad creation follows the familiar Facebook and Instagram flow.

Currently, only single image ads are supported, with aspect ratios between 16:9 and 9:16. Taller images are automatically center-cropped to 1:1. Placement Asset Customization (PAC) is not yet supported.

Analytics and moderation

Performance reporting for Threads ads is available via the Insights API, with breakdowns by publisher platform — Facebook, Instagram, and Threads. This allows advertisers to assess individual placement performance, optimize budgets, and make informed media decisions.

Third-party comment moderation is currently not supported for Threads ads. However, advertisers can engage directly through the Threads app to reply to or hide comments that don’t align with brand guidelines or violate community rules.

Strategic value of Threads placement

By expanding the Marketing API, Meta is giving brands the opportunity to test advertising in a new digital environment without additional content production costs. Threads has been smoothly integrated into Meta’s established ad infrastructure, allowing marketers to scale campaigns to a new, engaged audience with minimal friction.

At the same time, Meta continues to uphold strict brand safety standards, ensure ad placement quality, and provide reliable performance tracking tools. This approach opens the door to new reach opportunities — especially among the young and active Threads user base — while maintaining low risk and operational simplicity.

This article available in Ukrainian.