Meta Opens Threads to Advertisers Amid AI Setbacks
In April 2025, Meta officially opened up advertising access to Threads, originally launched as a rival to X (formerly Twitter). However, not all is smooth sailing. Meta’s new AI model, code-named "Behemoth," was expected to debut this spring but is now postponed.
Brands around the world can now run campaigns on Threads, tapping into a user base that has swelled to over 320 million active users. This expansion offers marketers a new venue for reaching users in a real-time, text-focused environment. It's part of Meta’s broader push to diversify ad inventory across platforms like Facebook, Instagram, and WhatsApp.
Concurrently, Meta faced delays in rolling out its flagship AI model, "Behemoth," a version of the company's Llama large language models. The postponement, possibly extending to the fall or later, highlights challenges in enhancing the model's capabilities.
Suggested Reading: Reuter's article on Meta's Threads testing in the U.S. and Japan.