Threads Is About to Make All the Money That Twitter Isn't

The Industry Advertisers are already clamoring to spend big on Meta’s new social network. Photo illustration by Slate. Images via choness/iStock/Getty Images Plus and Meta. Meta hasn’t opened Threads to ads yet, but it might not be able to resist for long. Advertisers are eager to spend serious money there and are already planning for the eventuality, with a good number expecting the opportunity to arrive later this year. The Twitter clone has everything ad buyers look for in a partner: a large audience, public interest, and potential access to Meta’s industry-leading advertising tools. And as soon as Mark Zuckerberg welcomes them, they won’t waste a minute. “We’re going to start immediately for our clients, as soon as advertisements are available on Threads,” said Ahmet Yavuz, CEO of digital marketing firm ASY Digital. “Everything is ready from our side.” For Yavuz and his peers, there’s serious appeal in having another app inside Meta’s ad manager. And that could be trouble for Twitter, which saw advertisers flee following Elon Musk’s takeover of the platform last year, and has since strained to woo them back. Meta’s ad platform centralizes buying across its properties—including Instagram and Facebook—and is extremely effective, using advanced targeting and optimization
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