Instagram’s Threads app has recently come under scrutiny from developers and reverse engineers who uncovered references to ad products within the app’s code. Despite the presence of terms like “ads” and mentions of sponsored items and ads configuration, Instagram states that it is not currently testing ads in Threads and has no immediate plans to monetize. The discovery of a JSON file used for testing purposes in the public-facing Threads mobile app raised concerns among those monitoring the app’s development.
Alessandro Paluzzi, one of the developers who found these references, was able to manipulate a post to display a “Sponsored” label next to the username in Threads. Additionally, tech veteran Chris Messina identified a JSON file titled “bcn_single_image_ad” in the Threads app, pointing to the development of a sample ad unit. While these findings suggest that Threads engineers are considering ad technology, it does not necessarily indicate an imminent rollout of ads within the app.
In response to inquiries about the findings, Instagram’s spokesperson, Alec Booker, emphasized that Instagram is not currently testing ads in Threads and that there is no set timeline for monetization. This aligns with Meta’s broader strategy, as CEO Mark Zuckerberg has previously emphasized the importance of a multi-year timeline for scaling new products into lucrative businesses. Despite speculation about Threads’ potential for ad monetization, Meta appears to be focused on enhancing the app’s core features and growing its user base before implementing ads.
Since its launch, Threads has aimed to establish itself as a competitor to Twitter (now known as X) under Elon Musk’s ownership. As Meta’s product, Threads is expected to incorporate ad capabilities in the future. Adam Mosseri, the head of Instagram, confirmed Meta’s intentions to introduce ads to Threads, citing the platform’s need to generate revenue to sustain its operations. With features like cross-posting from Instagram and audience insights being added to Threads, the app is positioning itself for future monetization efforts.
For advertisers and brands, Threads could offer a new marketing channel to reach consumers. In light of concerns about brand safety on other platforms like X, Threads presents a potentially safer environment for advertisers. Moreover, marketers already familiar with Meta’s ad tools may find it easier to transition to Threads when ad opportunities become available. As Meta continues to refine Threads and enhance its scalability, advertisers may soon have a new avenue to promote their products and services.
While Instagram’s denial of current ad testing in Threads may temper expectations, the presence of ad-related references in the app’s code suggests that ad monetization is on the horizon. As Threads evolves and expands its user base, the introduction of ads could become a key revenue stream for the platform. With Meta’s commitment to developing Threads as a robust social app, advertisers and users alike may witness the integration of targeted ads seamlessly into the Threads experience.