Instagram has refuted claims that it is testing ads in its Threads app, despite findings from multiple developers and reverse engineers that suggest otherwise. These developers uncovered references to ad products in the app’s code, including explicit mentions of ads and sponsored items. Additionally, a JSON file used for testing purposes was discovered within the public-facing Threads mobile app. Alessandro Paluzzi, one of the developers who made these findings, was even able to force a post to display as a sponsored post, showcasing how a “Sponsored” label would appear next to a user’s Threads username. Tech veteran Chris Messina also found a JSON file titled “bcn_single_image_ad,” which referenced a sample ad unit that is currently in development.
While these discoveries suggest that Threads engineers are indeed exploring ad technology, Instagram has emphasized that there are no immediate plans to introduce ads to the platform. Both Paluzzi and Messina have expressed different perspectives on this matter, with the former indicating that Threads is gearing up for ad integration, while the latter believes that the recent launch of creator insights is a precursor to launching ads. Meta, the parent company of Instagram, has downplayed the urgency surrounding ad testing, with spokesperson Alec Booker stating that there is no set timeline for monetization on Threads. In line with this, Meta’s CEO Mark Zuckerberg has previously explained that scaling new products into substantial revenue-generating businesses takes time, implying that ads on Threads may not be imminent.
Mark Zuckerberg has outlined Meta’s strategy for Threads, emphasizing the importance of first focusing on enhancing user retention and building a strong community before monetization efforts take place. The company continues to introduce new features such as cross-posting from Instagram, support for multiple drafts, and audience insights to enhance the user experience. Zuckerberg has set ambitious goals for Threads, stating that it has the potential to reach 1 billion users in the coming years, significantly surpassing its current 200 million monthly active users. Despite these aspirations, it is not surprising that Threads is exploring ad tech features, given that it is a Meta product.
Threads’ emergence as a potential advertising platform could provide marketers with an additional avenue to promote their products and services. With concerns over brand safety on other social media platforms, such as X (previously known as Twitter), some advertisers may see Threads as a safer option. Marketers are already familiar with Meta’s ad tools and their performance, which could make it easier for them to transition to Threads when the platform is ready for advertising.
While speculation about ad integration on Threads continues to circulate, Instagram and Meta have reiterated that there are no immediate plans to introduce ads to the platform. The focus remains on building a robust user base and enhancing the user experience before monetization efforts are prioritized. As Threads evolves and matures, the possibility of ads being integrated into the platform remains a topic of interest for developers, marketers, and users alike.