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Meta Launches Thread Video Ads and Revives Facebook Live Ads

  • Meta started pilot testing video advertisements on its Threads app in early 2025, targeting a limited set of regions such as the U.S. And Japan.
  • This testing follows initial image-based ads and aligns with Meta’s broader push toward video monetization announced at the IAB NewFronts event.
  • The video ad tests involve a small group of advertisers using 16:9 or 1:1 aspect ratios placed between users’ organic feed content, while Meta also revived Facebook Live Partnership ads.
  • Meta CEO Mark Zuckerberg confirmed Threads has over 350 million monthly users but indicated ad revenue from Threads is not expected to grow substantially in 2025.
  • These developments reflect Meta’s commitment to expanding video ad formats across its platforms amid growing engagement and AI-driven ad enhancements.
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Adweek broke the news in on Thursday, May 8, 2025.
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