Meta opens Threads ads to all advertisers and adds carousel and Advantage+ formats
Threads exits beta with carousel ads, Advantage+ support, and third-party verification for brand safety.
Mariano De Vitto · July 2026
Meta has opened Threads advertising to all marketers globally, moving the platform out of its limited beta phase. The rollout includes two notable additions: carousel ads and Advantage+ campaign support, both aimed at making Threads a viable performance channel rather than just an awareness play.
The carousel format lets brands showcase multiple products or messages in a single scrollable unit, a proven format on Facebook and Instagram that should translate well to Threads' text-forward but increasingly visual feed. Advantage+ integration means advertisers can lean on Meta's automated targeting and creative optimization tools, the same engine driving efficiency gains across its other apps.
Perhaps more significant for brand safety teams: Meta is adding third-party verification for ad placements on Threads, addressing a gap that had kept some larger advertisers cautious about the platform.
What makes this move notable is that brands do not need an existing Threads profile to advertise there. This lowers the barrier significantly, turning Threads into fresh inventory within the Meta ecosystem rather than a separate community marketers must first build a presence in.
For media buyers already running Meta campaigns, this is largely a low-lift expansion, add Threads as a placement, let Advantage+ handle distribution, and monitor performance against existing Facebook and Instagram benchmarks.
The bigger question is audience quality and engagement patterns. Threads skews toward text conversation and real-time reaction, closer to X than to Instagram. Whether carousel ads and automated bidding translate into the same performance marketers expect elsewhere in Meta's portfolio remains to be tested at scale.
The Signal Brief · Mariano De Vitto — Head of Marketing, Barcelona