Threads Ads: Meta Finally Rolls Out Global Advertising After Surpassing X in Daily Users

The social media landscape has been rapidly evolving, and one of the biggest stories of the past year has been the rise of Threads — Meta’s text-based social networking platform launched in July 2023 as a competitor to X (formerly Twitter). After steady user growth and continuous feature upgrades, Meta has now officially rolled out Threads Ads globally, marking a major milestone in monetization and digital marketing opportunities. This strategic move comes alongside another watershed moment: Threads’ daily active users on mobile have officially surpassed those of X, signaling a shift in where people spend their time and brands allocate their ad spend.

In this article, we break down what’s new with Threads Ads, why this rollout matters, and how businesses and marketers can leverage this platform to expand their reach.

From Zero to Global Advertising: A Look at Threads’ Evolution

When Threads launched, it was intentionally ad-free. Meta focused first on building a strong user base and core features that would engage people around text conversations and community expression. However, as the platform grew — reaching more than 400 million monthly active users — Meta began hinting at monetization strategies in early 2025, including limited ad tests in select markets like the U.S. and Japan.

By April 2025, Threads opened access to all eligible advertisers globally, allowing brands to place ads alongside organic content in the Threads feed. This was a key turning point that paved the way for the full Threads Ads experience we’re seeing unfold this year.

Why Now? Threads Surpassing X

One of the major reasons Meta has accelerated Threads’ ad rollout is user engagement. According to recent data, Threads has officially overtaken X in daily active mobile users — a crucial metric for advertisers looking to maximize reach and engagement.

This milestone is significant because it suggests a shift in user preference — especially on mobile, where people consume most of their social content. For brands and digital marketers, this translates to a new frontier of audience attention that is now competitive with legacy platforms like X.

What’s New With Threads Ads?

The global rollout of Threads Ads isn’t just about ads appearing on the platform. Meta has built a suite of features and integrations that make Threads a polished advertising channel.

 Native Feed Integration

Threads Ads appear natively in users’ feeds, blending seamlessly with organic posts. This native placement helps ads feel less intrusive while increasing the chances of user interaction.

Unlike disruptive banners or pop-ups, these ads follow the natural browsing experience — similar to Instagram and Facebook feed ads — making them more engaging for users and more effective for advertisers.

 Integrated Meta Advertising Ecosystem

One of the standout features of Threads Ads is how advertisers can manage campaigns. Ads on Threads are part of Meta’s unified advertising ecosystem, meaning businesses that already run campaigns on Facebook, Instagram, and WhatsApp can extend their reach to Threads without building separate ad sets.

This integration includes:

• Advantage+ campaigns: Meta’s AI-powered optimization system that simplifies campaign creation and scaling.

• Manual placement options: For brands that want precise control over where their ads appear.

• Cross-platform analytics: Track performance across multiple Meta apps from a central dashboard.

This unified approach gives marketers a powerful way to streamline strategy and maximize ROI across platforms.

 Multiple Ad Formats

Threads Ads support several engaging formats:

• Image ads — simple yet effective visual promotions.

• Video ads — short, engaging clips that capture attention.

• Carousel ads — multiple images or cards in a single ad unit.

These formats offer flexibility for brands to showcase products, tell stories, or run interactive campaigns — all within the Threads feed.

 Inventory Controls for Brand Safety

Meta’s advertising platform includes inventory filters that allow advertisers to choose how and where their ads appear. These settings include:

• Expanded inventory (maximum reach)

• Moderate inventory (excludes sensitive content)

• Limited inventory (excludes additional sensitive content and live broadcasts)

This helps brands protect their reputation and ensure ads appear alongside appropriate content — a key consideration in today’s cautious ad environment.

 Gradual Global User Ads Rollout

While Threads Ads are now available to all advertisers, the actual display of ads to users worldwide is rolling out gradually. Meta has said that ad delivery will start with lower volumes so the platform can learn and optimize user experience before scaling up.

This phased approach balances monetization with user comfort, ensuring that ads don’t overwhelm users right away.

How Threads Ads Compare to Advertising on X

With Threads surpassing X in daily mobile active users, many marketers are curious how Threads Ads stack up against X’s ad platform. While X still maintains a broader global monthly user count and strong web traffic, Threads offers several advantages:

• Lower estimated CPMs and higher engagement rates (according to early marketing research).

• Stronger integration with established Meta advertising tools, giving brands a familiar environment rather than learning a new platform.

• Better brand safety tools backed by Meta’s extensive moderation and verification systems.

Of course, X still has advantages in certain verticals and demographics, and advertisers may find value in running multi-platform campaigns that include both Threads and X for broader reach.

What This Means for Marketers and Brands

The global rollout of Threads Ads is more than a feature update — it’s a strategic shift in how Meta builds its advertising ecosystem and how marketers approach social media advertising.

Here’s what businesses should consider:

 Reevaluate Your Social Media Strategy

Now that Threads Ads are globally available and Threads is outperforming X on mobile, businesses should assess whether their current ad strategy includes this platform. Ignoring Threads could mean missing out on a significant and growing audience.

 Leverage Meta’s Unified Tools

Marketers can now leverage a single suite of tools across Facebook, Instagram, and Threads, saving time and improving campaign cohesiveness.

Test Different Ad Formats

Because Threads supports multiple ad formats, brands should test which formats perform best — whether image, video, or carousel — and optimize based on engagement data.

 Balance Reach and Brand Safety

Inventory filters and Meta’s moderation tools give brands control over their ad environment. Use these tools to strike the right balance between reach and safety.

The global release of Threads Ads marks a major evolution in both Meta’s platform strategy and the broader digital advertising landscape. With Threads now surpassing X in daily active mobile users and offering robust tools for marketers, this platform has quickly moved from a new social experiment to a serious contender in social media advertising.

For businesses and marketers, now is the time to explore Threads Ads, integrate them into broader campaigns, and harness the platform’s unique audience and engagement potential. As Threads continues to grow and mature, its ad ecosystem will likely become one of the most important channels in the social media advertising mix.